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by Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer,
Marketing Metrics, 4th Edition
Cover Page
About This eBook
Half Title Page
Title Page
Copyright Page
Dedication Page
Contents at a Glance
Contents
Register Your Book
Acknowledgments
About the Authors
Foreword
Foreword to the Fourth Edition
1. Introduction
1.1 What Is a Metric?
1.2 Why Do You Need Metrics?
1.3 Marketing Metrics: Opportunities, Performance, and Accountability
1.4 Choosing the Right Numbers
1.5 What Are We Measuring?
1.6 Value of Information
1.7 Mastering Metrics
1.8 Where Are the “Top Ten” Metrics?
1.9 What Is New in the Fourth Edition?
1.10 New Developments in the World of Marketing Metrics
2. Share of Hearts, Minds, and Markets
Introduction
2.1 Market Share
2.2 Relative Market Share and Market Concentration
2.3 Brand Development Index and Category Development Index
2.4 Penetration
2.5 Share of Requirements
2.6 Usage Index
2.7 Awareness, Attitudes, and Usage (AAU): Metrics of the Hierarchy of Effects
2.8 Customer Satisfaction and Willingness to Recommend
2.9 Net Promoter
2.10 Willingness to Search
2.11 Neuroscience Measures
3. Margins and Profits
Introduction
3.1 Margins
3.2 Prices and Channel Margins
3.3 Average Price per Unit and Price per Statistical Unit
3.4 Variable Costs and Fixed Costs
3.5 Marketing Spending—Total, Fixed, and Variable
3.6 Break-Even Analysis and Contribution Analysis
3.7 Profit-Based Sales Targets
4. Product and Portfolio Management
Introduction
4.1 Trial, Repeat, Penetration, and Volume Projections
4.2 Growth: Percentage and CAGR
4.3 Cannibalization Rates and Fair Share Draw
4.4 Brand Equity Metrics
4.5 Conjoint Utilities and Consumer Preference
4.6 Segmentation Using Conjoint Utilities
4.7 Conjoint Utilities and Volume Projection
5. Customer Profitability
Introduction
5.1 Customers, Recency, and Retention
5.2 Customer Profit
5.3 Customer Lifetime Value
5.4 Prospect Lifetime Value Versus Customer Value
5.5 Acquisition Versus Retention Cost
6. Sales Force Management
Introduction
6.1 Sales Force Coverage: Territories
6.2 Sales Force Objectives: Setting Goals
6.3 Sales Force Effectiveness: Measuring Effort, Potential, and Results
6.4 Sales Force Compensation: Salary/Reward Mix
6.5 Sales Force Tracking: Pipeline Analysis
7. Channel Management
Introduction
7.1 Numeric, ACV and PCV Distribution, Facings/Share of Shelf
7.2 Supply Chain Metrics
7.3 SKU Profitability: Markdowns, GMROII, and DPP
7.4 Online Distribution Metrics
7.5 Combining Search and Distribution
7.6 Understanding Channel Dependencies
8. Pricing Strategy
Introduction
8.1 Price Premium
8.2 Reservation Price and Percent Good Value
8.3 Price Elasticity of Demand
8.4 Optimal Prices and Linear and Constant Demand Functions
8.5 Own, Cross, and Residual Price Elasticity
9. Promotion
Introduction
9.1 Baseline Sales, Incremental Sales, and Promotional Lift
9.2 Redemption Rates, Costs for Coupons and Rebates, and Percentage Sales with Coupon
9.3 Promotions and Pass-Through
9.4 Price Waterfall
10. Advertising and Sponsorship Metrics
Introduction
10.1 Advertising: Impressions, Exposures, Opportunities-to-See (OTS), Gross Rating Points (GRPs), and Target Rating Points (TRPs)
10.2 Cost per Thousand Impressions (CPM) Rates
10.3 Reach, Net Reach, and Frequency
10.4 Frequency Response Functions
10.5 Effective Reach and Effective Frequency
10.6 Share of Voice
10.7 Advertising Elasticity of Demand
10.8 Return on Advertising Spend (ROAS)
10.9 Equivalent Media Value from Sponsorship
10.10 Sponsorship ROI
11. Online, Email, and Mobile Metrics
Introduction
11.1 Impressions and Pageviews
11.2 Media Display Time and Interaction Rate
11.3 Clickthrough Rates
11.4 Cost per Impression, Cost per Click, and Cost per Order
11.5 Visits, Visitors, and Abandonment
11.6 Bounce Rate (website)
11.7 Social Media Metrics: Friends/Followers/Supporters/Likes
11.8 Downloads
11.9 Mobile Metrics
11.10 Email Metrics
12. Marketing and Finance
Introduction
12.1 Net Profit and Return on Sales
12.2 Return on Investment
12.3 Economic Profit—EVA
12.4 Evaluating Multi-period Investments
12.5 Marketing Return on Investment
12.6 Financial Market Measures
12.7 Combined Market and Accounting Measures
13. The Marketing Metrics X-Ray and Testing
13.1 The Marketing Metrics X-Ray
13.2 The Value of Information
13.3 Testing
14. System of Metrics
14.1 Modeling Firm Performance
14.2 Three Reasons for Using Systems of Identities in Marketing
14.3 Marketing Mix Models: Monitoring Relationships Between Marketing Decisions and Objectives
14.4 Related Metrics and Concepts
Conclusion
Bibliography
Endnotes
Index
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