Marketing Metrics: Models and Applications

Without metrics, plans are ineffective. It is critical to know what needs to be measured in marketing and how it should be measured in order to improve its effectiveness. Marketers are under pressure to deliver hard data on how their efforts improved the company’s bottom line. Measurement of marketing performance and marketing ROI is a high priority. CMOs are searching for meaningful metrics, and for the ability to assess the business impact of marketing programs. This book attempts to provide a detailed review of marketing metrics. It includes sub areas such as assessing marketing program productivity/ROI, linking internal marketing program metrics (e.g., awareness) to external financial metrics (e.g., ROI), valuation of customers, valuation of brands, valuation of innovation, measuring short- and long-term effects, etc. Divided into three sections, the book has the first section introducing the concept of metrics, its evolution with time and the need to see beyond numbers. The second section gets down to details of implementing metrics. The third section dwells on linking metrics to financial consequences. The book ends with two applicative models in the domain of metrics.