Measuring Marketing: 103 Key Metrics Every Marketer Needs / Edition 1

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Overview

Measuring Marketing 103 Key Metrics Every Marketer Needs.

Marketing directors and CEOs who wish to make their marketing expenditure accountable face a bewildering array of potential measures, the definition of which is not always clear, let alone their relevance. In measuring Marketing: 103 Key Metrics, John Davis provides CEOs and marketers with an easy way to know just how each measurement is defined and the context in which it can be used. I am sure that it will make an invaluable reference in the designing and assessing of marketing information systems. - John Roberts, Professor marketing, London Business School, Scientia Professor, The Austrialian Graduate School Management.

John Davis book is a much needed, concise summary of key marketing metrics. He shows us not only how to calculate the right number but also how to use it in decision making. - Bernd Schmitt, Robert D. Calkins Professor of International Business, Columbia Business School, Executive Director, Center on Global Brand Leadership

This is a book which I'll Certainly make sure all my marketing colleagues carry at all times... John Davis's book provides such a rounded and comprehensive approach to understanding the nuts and bolts of marketing, that any marketer, in any industry should select his or her own key metrics from the book to create a personalized, dynamic and balanced frame work for measuring his or her won work. A must-have  for all marketers! - Ho Kwon Ping, Executive Chairman, Banyan Tree Group

John Davis has written a readable book that will be of immense, practical help to marketers. His book presents clearly and Succinctly over 100 easy-to-use metrics to assess marketing effectiveness. Every marketer should have it on their bookshelves. - Pang Eng Fong, Dean, Lee Kong Chian School of Business, Singapore Management University

We all know the old saying that " you can't manage what you can't measure." This book identifies and discusses the metrics that will help executives manage key marketing activities from product development through sale. It's comprehensive and readers will surely find measures that are likely to be  important in their unique business context. - James Jiambalvo, Dean, University of Washington Business School

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What People Are Saying

From the Publisher
Marketing directors and CEOs who wish to make their marketing expenditures accountable face a bewildering array of potential measures, the definition of which is not always clear, leave alone their relevance. In Measuring Marketing: 103 Key Metrics, John Davis provides CEOs and marketers with an easy way to know just how each measurement is defined and the context in which it can be used. I am sure that it will make an invaluable reference in the designing and assessing of marketing information systems.
John Roberts,
Professor of Marketing, London Business School, Scientia Professor,
The Australian Graduate School of Management.

John Davis's book is a much needed, concise summary of key marketing metrics. He shows us not only how to calculate the right number but also how to use it in decision making.
Bernd Schmitt,
Robert D. Calkins, Professor of International Business, Columbia Business School,
Executive Director, Center on Global Brand Leadership

This is a book which I'll certainly make sure all my marketing colleagues carry at all times…John Davis's book provides such a rounded and comprehensive approach to understanding the nuts and bolts of marketing, that any marketer, in any industry, should select his or her own key metrics from the book to create a personalized, dynamic and balanced framework for measuring his or her own work. A must-have for all marketers!
Ho Kwon Ping,
Executive Chairman
Banyan Tree Group

John Davis has written a readable book that will be of immense, practical help to marketers. His book presents clearly and succinctly over 100 easy-to-use metrics to assess marketing effectiveness. Every marketer should have it on their bookshelves.
Pang Eng Fong
Dean, Lee Kong Chian School of Business
Singapore Management University

We all know the old saying that “You can't manage what you can't measure." This book identifies and discusses the metrics that will help executives manage key marketing activities from product development through sale. It's comprehensive, and readers will surely find measures that are likely to be important in their unique business context.
James Jiambalvo
Dean, University of Washington Business School

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Product Details

  • ISBN-13: 9780470821329
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 12/5/2006
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 440
  • Product dimensions: 7.22 (w) x 10.12 (h) x 1.48 (d)

Meet the Author

John Davis is a Practice Associate Professor of Marketing at Singapore Management University where he is also Director of the Center for Marketing Excellence.He is the author of Magic Numbers for Consumer Marketing, and is founder of Brand New View, a global tr5aning and consulting company.
John teaches and consults with companies around the world, and is a feature speaker at conferences. he has founded two award winning companies and let marketing teams at Nike, Informix and Transamerica.
He earned his MBA from Columbia University and his BA from Stanford University.
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Table of Contents

Acknowledgments.

Introduction.

SECTION I: MARKETING PLANNING AND CUSTOMERS.

1. Revenue.     

2. Gross Profits.

3. Value to Volume Ratio.        

4. Net Profits.                                

5. Earnings-Based Value.

6. Return on Sales.

7. Return on Assets.

8. Return on Equity.

9. Marketing Cost Per Unit.

10. Program/Non-Program Ratio.

11. Program/Payroll Ratio.

12. Net Sales Contribution. 

13. Time-Driven Activity Based Costing. 

14. Causal Forecast.

15. Time Series Analysis.

16. Market Growth.               

17. Market Share.    

18. Market Demand.

19. Market Penetration.

20. Segment Profitability.

21. Customer Profitability. 

22. Share of Customer.

23. Customer Acquisition Cost.

24. Cost Per Lead.  

25. Break-Even Analysis.    

26. Customer Equity and Lifetime Value Analysis.         

27. Consumer Franchise.

28. Retention Rate.

29. Churn Rate.

30. New Customer Gains.

31. Customer losses.

32. Return on Customer.

SECTION II: THE OFFERING.

33. New Product Purchase Rate.

34. Profit Impact.

35. Price.                

36. Mark-up Pricing.

37. Target-Return Pricing.

38. Share of Voice.   

39. Advertising to Sales Ratio.

40. Reach.              

41. Frequency.        

42. Gross Ratings Points.

43. Cost Per Gross Ratings Point.

44. Sales Premiums.

45. Promotion Profit.

46. Response Rate.  

47. Conversion Rate.

48. Direct Mail Revenue Goals.

49. Direct Mail Profit Goals.

50. Direct Mail Gross Profit.

51. Direct Mail Net Profit.

52. Direct Mail ROI.

53. Click-Through Rates.

54. Gross Page Impressions (or Gross Page Requests).

55. Cost Per Click.

56. Cost Per Action.

57. Cost Per Sales Dollar.  

58. Hits.

59. Pay Per Lead.

60. Brand Equity.     

61. Brand Premium.

62. Recall.  

63. Recognition.

64. Usage.

65. Transactions Per Customer.

66. Returns to Net Sales.

67. Transactions Per Hour.

68. Hourly Customer Traffic.

69. Inventory Turnover.

70. Percent Inventory Carrying Costs.             

71. Gross Margin Return on Inventory Investment.

72. Sales Per Square Foot.

73. Sales/Profits Per Employee.

74. Average Transactions Size.

75. Average Items Per Transaction.

76. Retail Close Ratio.          

77. Retailer’s Margin Percentage.                  

78. Markdown Goods Percentage.

79. Percent Utilization of Discounts.

80. Shrinkage to Net Sales.   

SECTION III: SALES FORCE.

81. Independent Sales Agent Analysis.

82. Percent of Sales.

83. Turnover Rate. 

84. Recruiting. 

85. Breakdown Approach.

86. Workload Approach. 

87. Incremental Approach. 

88. Sales Performance Quotas. 

89. Average Sales Per Call.

90. Close Process and Close Ratio.

91. Cost Per Call.

92. Sales Productivity.

93. Four Factor Model. 

94. Sales Variance Analysis. 

95. Sales Price Variance.

96. Sales Volume Variance.

97. Straight Commission.

98. Profit-Based Commissions.

99. Straight Salary.

100. Salary Plus Commission or Bonus.

101. Salary Plus Commission and Bonus.

102. Commission Plus Bonus.

103. Team Selling Compensation.

Index.

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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted January 25, 2007

    No Proper Measure, No Appropriate Management

    John Davis provides an overview of commonly used business metrics that he subdivides in three categories: 1) Marketing Planning and Customers, 2) The Offering, and 3) Sales Force. Davis usually explains clearly each metric that he covers by sequentially examining the measurement need, solution, and impact on decision making. Most of the time, Davis gives a clear example that helps readers put the theory into practice. Some metrics in the third section such as Four Factor Model and Sales Variance Analysis will be somewhat challenging to readers who are not very comfortable with numbers. To his credit, Davis is straightforward about the difficulties that readers can experience in collecting some of the information needed to use some of the metrics under review. Davis also cautions his audience against the danger of blindly using industry averages because each company has its own DNA. Davis is at his weakest when he presents an overview of key Internet metrics such as gross page impressions, cost per click, and cost per action. The coverage of these metrics is too superficial to be of any use to any reader who is looking for more than the basics. To summarize, ¿Measuring Marketing 103 Key Metrics Every Marketer Needs¿ is a good reference book for a quick education about some of the most commonly used business metrics.

    Was this review helpful? Yes  No   Report this review
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