Dedication Page
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
- 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
- 6. Sales Force Management
- 7. Channel Management
- 8. Pricing Strategy
- 9. Promotion
- 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
- 13. The Marketing Metrics X-Ray and Testing
- 14. System of Metrics
- Bibliography
- Endnotes
- Index
We dedicate this book to our students, colleagues,
and consulting clients, who convinced us that
a book like this would fill a real need.
-
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