Measuring Marketing: 103 Key Metrics Every Marketer Needs (英語) ペーパーバック – 2006/12/5
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Marketing is now being asked to be measurably accountable for not only the top-line of their income statement, but also for the bottom-line as well. They're being asked to account for the total marketing program in addition to its component product programs, its advertising, sales promotion, sales and distribution, and pricing programs. This is the first book that addresses the clamor and demand from marketing’s many stakeholders to be accountable for its strategies and activities.
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.
I found Measuring Marketing 103 Key Metrics Every Marketer Needs by John Davis to prove to be an excellent resource to utilize in planning for successful projects in all elements of the Marketing Mix; product, price, place (including marketing channels), and promotion as well as for other functional areas of the company outside of marketing. The book and its 103 metrics (measurements) is divided into 3 broad sections: Marketing Planning and Customers, which includes some basic financial ratios as well as measurements which are more marketing or customer oriented; The Offering, which contains measurements to gauge the productivity of elements of the Marketing Mix for projects and initiatives; and finally Sales Force, with productive measuring equations as well as sales compensation strategy comparison measurements.
Every measurement is presented in 3 distinctive sections:
1. Measurement Need: The purpose or useful function of the measurement to marketing managers.
2. The Solution: Details of the measurement equations including individual elements needed to calculate the measurement. This section is presented in straight forward, easy to understand fashion with good examples.
3. Impact on Decision Making: Demonstrates how to utilize the data which is compiled in each measurement's solution section in context of the information needed by the marketing manager.
Some of the measurement elements are presented as a broader overview which invites the reader to develop their own critical thinking into how the measurement solution can apply to their individual project, company, or industry. I will be keeping my copy of the John Davis book at my office to utilize as an advantageous resource as I am working through various strategic marketing projects.
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.
Measuring Marketing is a no-nonsense guide to evaluating the impact of your marketing activities. With the rapid rise of social media, measuring marketing efforts has become even more involved and difficult. This book leads you through the process of learning about how what you put out there actually aids or injures your business.
Areas covered are:
Corporate Financial Metrics - revenue, profit, return on equity, etc.
Marketing Planning Metrics - market share, market growth, market demand, etc.
Brand Metrics - brand equity, brand premium, etc.
Customer Metrics - needs, targeting, positioning, etc.
Product/Offering Metrics - usage, product purchase rate, etc.
Price Metrics - markup, sales price variance, profit impact, etc.
Advertising/Promotion Metrics - share of voice, recall, recognition, etc.
Direct Marketing Metrics - revenue goals, return on investment, etc.
Online/Digital/Social Metrics - gross page impressions, total clicks, resolution time, etc.
Place/Distribution Metrics - cost per sales dollar, average transaction size, retail cost ratio, etc.
Sales Metrics - net sales contribution, absolute index, percent of sales, etc.
John Davis covers all the bases of understanding and measuring your marketing efforts. This is a hefty read, but well worth it for the good of your business, and you are not likely to find all of this information compiled in many other single sources like this book.