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Your Definitive, Up-to-Date Guide to Marketing Metrics–Choosing Them, Implementing Them, Applying Them
This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today’s best practices for assessing everything from brand equity to social media, email performance, and rich media interaction.
This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover.
Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and moreApply web, online, social, and mobile metrics more effectivelyBuild models to optimize planning and decision-makingAttribute purchase decisions when multiple channels interactUnderstand the links between search and distribution, and use new online distribution metricsEvaluate marketing’s impact on a publicly traded firm’s financial objectives
Whatever your marketing role, Marketing Metrics will help you choose the right metrics for every task–and capture data that is valid, reliable, and actionable.
Publisher : Pearson
Publication date : October 1, 2020
Edition : 4th
Language : English
Print length : 512 pages
ISBN-10 : 0136717136
ISBN-13 : 978-0136717133
Item Weight : 1.7 pounds
Dimensions : 7 x 0.92 x 9.1 inches
Best Sellers Rank: #653,295 in Books (See Top 100 in Books) #166 in Market Research Business (Books) #465 in Web Marketing (Books) #582 in E-Commerce (Books)
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