Marketing metrics: the manager's guide to measuring marketing performance
Gespeichert in:
| Hauptverfasser: | , , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, New Jersey
Pearson Education, Inc.
[2020]
|
| Ausgabe: | Fourth edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | Die erste Ausgabe erschien 2006 unter dem Titel "Marketing metrics: 50+ metrics every executive should master" |
| Beschreibung: | xix, 491 Seiten Diagramme |
| ISBN: | 9780136717133 |
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| adam_text | CONTENTS-AT-A-GLANCE Acknowledgments........................................................................................................................... xiii About the Authors............................................................................................................................ xv Foreword.........................................................................................................................................xvii Foreword to the Fourth Edition..................................................................................................xix Chapter 1: Introduction............................................................................................................... 1 Chapter 2: Share of Hearts, Minds, and Markets..................................................................... 19 Chapter 3: Margins and Profits.................................................................................................67 Chapter 4: Product and Portfolio Management....................................................................... 113 Chapter 5: Customer Profitability........................................................................................... 159 Chapter 6: Sales Force Management....................................................................................... 185 Chapter 7: Channel Management...........................................................................................207 Chapter 8: Pricing
Strategy.....................................................................................................235 Chapter 9: Promotion...............................................................................................................279 Chapter 10: Advertising and Sponsorship Metrics.................................................................303 Chapter 11: Online, Email, and Mobile Metrics.....................................................................341 Chapter 12: Marketing and Finance....................................................................................... 377 Chapter 13: The Marketing Metrics X-Rayand Testing.......................................................... 403 Chapter 14: System of Metrics...............................................................................................421 Bibliography...................................................................................................................................435 Endnotes.......................................................................................................................................... 439 Index..................................................................................................................................................447 VII
CONTENTS Acknowledgments .........................................................................................................................xiii About the Authors .......................................................................................................................... xv Foreword.........................................................................................................................................xvii Foreword to the Fourth Edition..................................................................................................xix Chapter 1: Introduction.................................................................................................................. 1 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 What Is a Metric?....................................................................................................... 1 Why Do You Need Metrics?...................................................................................... 1 Marketing Metrics: Opportunities, Performance, and AccountabiUty..................2 Choosing the Right Numbers....................................................................................3 What Are We Measuring?......................................................................................... 3 Value of Information...................................................................................................5 Mastering Metrics....................................................................................................... 7 Where Are the “Top Ten”
Metrics?........................................................................... 7 What Is New in the Fourth Edition?........................................................................ 9 New Developments in the World of Marketing Metrics..................................... 10 Chapter 2: Share of Hearts, Minds, and Markets................................................................... 19 Introduction........................................................................................................................ 19 2.1 Market Share.............................................................................................................24 2.2 Relative Market Share and Market Concentration................................................27 2.3 Brand Development Index and CategoryDevelopment Index.............................. 31 2.4 Penetration..................................................................................................................33 2.5 Share of Requirements............................................................................................ 36 2.6 Usage Index............................................................................................................... 40 2.7 Awareness, Attitudes, and Usage (AAU): Metrics of the Hierarchy of Effects............................................................................................ 44 2.8 Customer Satisfaction and Willingnessto Recommend........................................ 49 2.9 Net
Promoter............................................................................................................. 53 2.10 Willingness to Search............................................................................................ 55 2.11 Neuroscience Measures.......................................................................................... 57 IX
Chapter 3: Margins and Profits..............................................................................................67 Introduction......................................................................................................................... 67 3.1 Margins.......................................................................................................................71 3.2 Prices and Channel Margins.................................................................................... 77 3.3 3.4 Average Price per Unit and Price per Statistical Unit............................................87 Variable Costs and Fixed Costs................................................................................ 93 3.5 3.6 3.7 Marketing Spending—Total, Fixed, and Variable.................................................. 99 Break-Even Analysis and Contribution Analysis................................................ 104 Profit-Based Sales Targets.......................................................................................108 Chapter 4: Product and Portfolio Management................................................................. 113 Introduction.......................................................................................................................113 4.1 Trial, Repeat, Penetration, and Volume Projections............................................116 4.2 Growth: Percentage and CAGR............................................................................129 4.3 Cannibalization Rates and Fair Share
Draw.........................................................134 4.4 Brand Equity Metrics.............................................................................................140 4.5 Conjoint Utilities and Consumer Preference.........................................................149 4.6 Segmentation Using Conjoint UtiUties................................................................. 154 4.7 Conjoint Utilities and Volume Projection.............................................................157 Chapter 5: Customer Profitability.......................................................................................159 Introduction...................................................................................................................... 159 5.1 Customers, Recency, and Retention..................................................................... 162 5.2 Customer Profit....................................................................................................... 167 5.3 Cu stomer Lifetime Value........................................................................................ 172 5.4 Prospect Lifetime Value Versus Customer Value................................................ 178 5.5 Acquisition Versus Retention Cost....................................................................... 182 Chapter 6: Sales Force Management...................................................................................185 Introduction...................................................................................................................... 185
6.1 Sales Force Coverage: Territories......................................................................... 187 6.2 Sales Force Objectives: Setting Goals...................................................................190 6.3 Sales Force Effectiveness: Measuring Effort, Potential, and Results................ 194 6.4 Sales Force Compensation: Salary/Reward Mix..................................................198 6.5 Sales Force Tracking: Pipeline Analysis.............................................................. 201 Chapter 7: Channel Management...................................................................................... 207 Introduction..................................................................................................................... 207 7.1 Numeric, ACV and PCV Distribution, Facings/Share of Shelf........................ 210 7.2 7.3 X Supply Chain Metrics............................................................................................217 SKU Profitability: Markdowns, GMROII, and DPP........................................... 223 MARKETING METRICS
7.4 7.5 7.6 Online Distribution Metrics................................................................................... 228 Combining Search and Distribution.................................................................... 230 Understanding Channel Dependencies................................................................ 231 Chapter 8: Pricing Strategy...................................................................................................... 235 Introduction..................................................................................................................... 235 8.1 Price Premium....................................................................................................... 238 8.2 Reservation Price and Percent Good Value..........................................................242 8.3 Price Elasticity of Demand................................................................................... 248 8.4 Optimal Prices and Linear and Constant Demand Functions.............................255 8.5 Own, Cross, and Residual Price Elasticity..........................................................268 Chapter 9: Promotion.................................................................................................................279 Introduction..................................................................................................................... 279 9.1 Baseline Sales, Incremental Sales, and Promotional Lift.................................. 282 9.2 Redemption Rates, Costs for Coupons and Rebates, and Percentage Sales with
Coupon.................................................................................................. 290 9.3 Promotions and Pass-Through............................................................................... 293 9.4 Price Waterfall........................................................................................................ 296 Chapter 10: Advertising and Sponsorship Metrics.............................................................. 303 Introduction.....................................................................................................................303 10.1 Advertising: Impressions, Exposures, Opportunities-to-See (OTS), Gross Rating Points (GRPs), and Target Rating Points (TRPs) .................... 307 10.2 Cost per Thousand Impressions (CPM) Rates..................................................312 10.3 Reach, Net Reach, and Frequency.....................................................................314 10.4 Frequency Response Functions .........................................................................318 10.5 Effective Reach and Effective Frequency ........................................................ 323 10.6 10.7 10.8 10.9 10.10 Share of Voice...................................................................................................... 325 Advertising Elasticity of Demand .....................................................................327 Return on Advertising Spend (ROAS).............................................................. 332 Equivalent Media Value from Sponsorship
......................................................334 Sponsorship ROI ..............................................................................................336 Chapter 11: Online, Email, and Mobile Metrics...................................................................341 Introduction..................................................................................................................... 341 11.1 Impressions and Pageviews................................................................................. 345 11.2 Media Display Time and Interaction Rate........................................................ 348 11.3 Clickthrough Rates...............................................................................................351 11.4 Cost per Impression, Cost per Click, and Cost per Order................................355 11.5 Visits, Visitors, and Abandonment........................................................................360 XI
11.6 Bounce Rate (website)...................................................................................... 364 11.7 Social Media Metrics: Friends/Followers/Supporters/Likes........................... 367 11.8 Downloads.......................................................................................................370 11.9 Mobile Metrics................................................................................................ 372 11.10 Email Metrics................................................................................................ 374 Chapter 12: Marketing and Finance.................................................................................... 377 Introduction................................................................................................................ 377 12.1 Net Profit and Return on Sales........................................................................380 12.2 Return on Investment......................................................................................382 12.3 Economic Profit—EVA....................................................................................383 12.4 Evaluating Multi-period Investments............................................................. 386 12.5 Marketing Return on Investment..................................................................... 390 12.6 Financial Market Measures............................................................................. 397 12.7 Combined Market and Accounting Measures................................................. 399 Chapter 13: The
Marketing Metrics X-Ray and Testing................................................... 403 13.1 13.2 13.3 The Marketing Metrics X-Ray....................................................................... 403 The Value of Information............................................................................... 412 Testing............................................................................................................. 414 Chapter 14: System of Metrics............................................................................................. 421 14.1 14.2 14.3 Modeling Firm Performance.......................................................................... 421 Three Reasons for Using Systems of Identities in Marketing.......................424 Marketing Mix Models: Monitoring Relationships Between Marketing Decisions and Objectives...............................................................429 14.4 Related Metrics and Concepts.........................................................................433 Bibliography............................................................................................................................435 Endnotes..................................................................................................................................439 Index........................................................................................................................................447 Register Your Book Register your copy of Marketing Metrics at informit.com for convenient access to downloads, updates, and corrections as
they become available. To start the registration process, go to informit.com/register and log in or create an account. Enter the product ISBN 9780136717133 and click Submit. Once the process is complete, you will find any available bonus content under “Registered Products.” ХІІ MARKETING METRICS
CONTENTS-AT-A-GLANCE Acknowledgments........................................................................................................................... xiii About the Authors............................................................................................................................ xv Foreword.........................................................................................................................................xvii Foreword to the Fourth Edition..................................................................................................xix Chapter 1: Introduction............................................................................................................... 1 Chapter 2: Share of Hearts, Minds, and Markets..................................................................... 19 Chapter 3: Margins and Profits.................................................................................................67 Chapter 4: Product and Portfolio Management....................................................................... 113 Chapter 5: Customer Profitability........................................................................................... 159 Chapter 6: Sales Force Management....................................................................................... 185 Chapter 7: Channel Management...........................................................................................207 Chapter 8: Pricing
Strategy.....................................................................................................235 Chapter 9: Promotion...............................................................................................................279 Chapter 10: Advertising and Sponsorship Metrics.................................................................303 Chapter 11: Online, Email, and Mobile Metrics.....................................................................341 Chapter 12: Marketing and Finance....................................................................................... 377 Chapter 13: The Marketing Metrics X-Rayand Testing.......................................................... 403 Chapter 14: System of Metrics...............................................................................................421 Bibliography...................................................................................................................................435 Endnotes.......................................................................................................................................... 439 Index..................................................................................................................................................447 VII
CONTENTS Acknowledgments .........................................................................................................................xiii About the Authors .......................................................................................................................... xv Foreword.........................................................................................................................................xvii Foreword to the Fourth Edition..................................................................................................xix Chapter 1: Introduction.................................................................................................................. 1 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 What Is a Metric?....................................................................................................... 1 Why Do You Need Metrics?...................................................................................... 1 Marketing Metrics: Opportunities, Performance, and AccountabiUty..................2 Choosing the Right Numbers....................................................................................3 What Are We Measuring?......................................................................................... 3 Value of Information...................................................................................................5 Mastering Metrics....................................................................................................... 7 Where Are the “Top Ten”
Metrics?........................................................................... 7 What Is New in the Fourth Edition?........................................................................ 9 New Developments in the World of Marketing Metrics..................................... 10 Chapter 2: Share of Hearts, Minds, and Markets................................................................... 19 Introduction........................................................................................................................ 19 2.1 Market Share.............................................................................................................24 2.2 Relative Market Share and Market Concentration................................................27 2.3 Brand Development Index and CategoryDevelopment Index.............................. 31 2.4 Penetration..................................................................................................................33 2.5 Share of Requirements............................................................................................ 36 2.6 Usage Index............................................................................................................... 40 2.7 Awareness, Attitudes, and Usage (AAU): Metrics of the Hierarchy of Effects............................................................................................ 44 2.8 Customer Satisfaction and Willingnessto Recommend........................................ 49 2.9 Net
Promoter............................................................................................................. 53 2.10 Willingness to Search............................................................................................ 55 2.11 Neuroscience Measures.......................................................................................... 57 IX
Chapter 3: Margins and Profits..............................................................................................67 Introduction......................................................................................................................... 67 3.1 Margins.......................................................................................................................71 3.2 Prices and Channel Margins.................................................................................... 77 3.3 3.4 Average Price per Unit and Price per Statistical Unit............................................87 Variable Costs and Fixed Costs................................................................................ 93 3.5 3.6 3.7 Marketing Spending—Total, Fixed, and Variable.................................................. 99 Break-Even Analysis and Contribution Analysis................................................ 104 Profit-Based Sales Targets.......................................................................................108 Chapter 4: Product and Portfolio Management................................................................. 113 Introduction.......................................................................................................................113 4.1 Trial, Repeat, Penetration, and Volume Projections............................................116 4.2 Growth: Percentage and CAGR............................................................................129 4.3 Cannibalization Rates and Fair Share
Draw.........................................................134 4.4 Brand Equity Metrics.............................................................................................140 4.5 Conjoint Utilities and Consumer Preference.........................................................149 4.6 Segmentation Using Conjoint UtiUties................................................................. 154 4.7 Conjoint Utilities and Volume Projection.............................................................157 Chapter 5: Customer Profitability.......................................................................................159 Introduction...................................................................................................................... 159 5.1 Customers, Recency, and Retention..................................................................... 162 5.2 Customer Profit....................................................................................................... 167 5.3 Cu stomer Lifetime Value........................................................................................ 172 5.4 Prospect Lifetime Value Versus Customer Value................................................ 178 5.5 Acquisition Versus Retention Cost....................................................................... 182 Chapter 6: Sales Force Management...................................................................................185 Introduction...................................................................................................................... 185
6.1 Sales Force Coverage: Territories......................................................................... 187 6.2 Sales Force Objectives: Setting Goals...................................................................190 6.3 Sales Force Effectiveness: Measuring Effort, Potential, and Results................ 194 6.4 Sales Force Compensation: Salary/Reward Mix..................................................198 6.5 Sales Force Tracking: Pipeline Analysis.............................................................. 201 Chapter 7: Channel Management...................................................................................... 207 Introduction..................................................................................................................... 207 7.1 Numeric, ACV and PCV Distribution, Facings/Share of Shelf........................ 210 7.2 7.3 X Supply Chain Metrics............................................................................................217 SKU Profitability: Markdowns, GMROII, and DPP........................................... 223 MARKETING METRICS
7.4 7.5 7.6 Online Distribution Metrics................................................................................... 228 Combining Search and Distribution.................................................................... 230 Understanding Channel Dependencies................................................................ 231 Chapter 8: Pricing Strategy...................................................................................................... 235 Introduction..................................................................................................................... 235 8.1 Price Premium....................................................................................................... 238 8.2 Reservation Price and Percent Good Value..........................................................242 8.3 Price Elasticity of Demand................................................................................... 248 8.4 Optimal Prices and Linear and Constant Demand Functions.............................255 8.5 Own, Cross, and Residual Price Elasticity..........................................................268 Chapter 9: Promotion.................................................................................................................279 Introduction..................................................................................................................... 279 9.1 Baseline Sales, Incremental Sales, and Promotional Lift.................................. 282 9.2 Redemption Rates, Costs for Coupons and Rebates, and Percentage Sales with
Coupon.................................................................................................. 290 9.3 Promotions and Pass-Through............................................................................... 293 9.4 Price Waterfall........................................................................................................ 296 Chapter 10: Advertising and Sponsorship Metrics.............................................................. 303 Introduction.....................................................................................................................303 10.1 Advertising: Impressions, Exposures, Opportunities-to-See (OTS), Gross Rating Points (GRPs), and Target Rating Points (TRPs) .................... 307 10.2 Cost per Thousand Impressions (CPM) Rates..................................................312 10.3 Reach, Net Reach, and Frequency.....................................................................314 10.4 Frequency Response Functions .........................................................................318 10.5 Effective Reach and Effective Frequency ........................................................ 323 10.6 10.7 10.8 10.9 10.10 Share of Voice...................................................................................................... 325 Advertising Elasticity of Demand .....................................................................327 Return on Advertising Spend (ROAS).............................................................. 332 Equivalent Media Value from Sponsorship
......................................................334 Sponsorship ROI ..............................................................................................336 Chapter 11: Online, Email, and Mobile Metrics...................................................................341 Introduction..................................................................................................................... 341 11.1 Impressions and Pageviews................................................................................. 345 11.2 Media Display Time and Interaction Rate........................................................ 348 11.3 Clickthrough Rates...............................................................................................351 11.4 Cost per Impression, Cost per Click, and Cost per Order................................355 11.5 Visits, Visitors, and Abandonment........................................................................360 XI
11.6 Bounce Rate (website)...................................................................................... 364 11.7 Social Media Metrics: Friends/Followers/Supporters/Likes........................... 367 11.8 Downloads.......................................................................................................370 11.9 Mobile Metrics................................................................................................ 372 11.10 Email Metrics................................................................................................ 374 Chapter 12: Marketing and Finance.................................................................................... 377 Introduction................................................................................................................ 377 12.1 Net Profit and Return on Sales........................................................................380 12.2 Return on Investment......................................................................................382 12.3 Economic Profit—EVA....................................................................................383 12.4 Evaluating Multi-period Investments............................................................. 386 12.5 Marketing Return on Investment..................................................................... 390 12.6 Financial Market Measures............................................................................. 397 12.7 Combined Market and Accounting Measures................................................. 399 Chapter 13: The
Marketing Metrics X-Ray and Testing................................................... 403 13.1 13.2 13.3 The Marketing Metrics X-Ray....................................................................... 403 The Value of Information............................................................................... 412 Testing............................................................................................................. 414 Chapter 14: System of Metrics............................................................................................. 421 14.1 14.2 14.3 Modeling Firm Performance.......................................................................... 421 Three Reasons for Using Systems of Identities in Marketing.......................424 Marketing Mix Models: Monitoring Relationships Between Marketing Decisions and Objectives...............................................................429 14.4 Related Metrics and Concepts.........................................................................433 Bibliography............................................................................................................................435 Endnotes..................................................................................................................................439 Index........................................................................................................................................447 Register Your Book Register your copy of Marketing Metrics at informit.com for convenient access to downloads, updates, and corrections as
they become available. To start the registration process, go to informit.com/register and log in or create an account. Enter the product ISBN 9780136717133 and click Submit. Once the process is complete, you will find any available bonus content under “Registered Products.” ХІІ MARKETING METRICS
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| adam_txt |
CONTENTS-AT-A-GLANCE Acknowledgments. xiii About the Authors. xv Foreword.xvii Foreword to the Fourth Edition.xix Chapter 1: Introduction. 1 Chapter 2: Share of Hearts, Minds, and Markets. 19 Chapter 3: Margins and Profits.67 Chapter 4: Product and Portfolio Management. 113 Chapter 5: Customer Profitability. 159 Chapter 6: Sales Force Management. 185 Chapter 7: Channel Management.207 Chapter 8: Pricing
Strategy.235 Chapter 9: Promotion.279 Chapter 10: Advertising and Sponsorship Metrics.303 Chapter 11: Online, Email, and Mobile Metrics.341 Chapter 12: Marketing and Finance. 377 Chapter 13: The Marketing Metrics X-Rayand Testing. 403 Chapter 14: System of Metrics.421 Bibliography.435 Endnotes. 439 Index.447 VII
CONTENTS Acknowledgments .xiii About the Authors . xv Foreword.xvii Foreword to the Fourth Edition.xix Chapter 1: Introduction. 1 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 What Is a Metric?. 1 Why Do You Need Metrics?. 1 Marketing Metrics: Opportunities, Performance, and AccountabiUty.2 Choosing the Right Numbers.3 What Are We Measuring?. 3 Value of Information.5 Mastering Metrics. 7 Where Are the “Top Ten”
Metrics?. 7 What Is New in the Fourth Edition?. 9 New Developments in the World of Marketing Metrics. 10 Chapter 2: Share of Hearts, Minds, and Markets. 19 Introduction. 19 2.1 Market Share.24 2.2 Relative Market Share and Market Concentration.27 2.3 Brand Development Index and CategoryDevelopment Index. 31 2.4 Penetration.33 2.5 Share of Requirements. 36 2.6 Usage Index. 40 2.7 Awareness, Attitudes, and Usage (AAU): Metrics of the Hierarchy of Effects. 44 2.8 Customer Satisfaction and Willingnessto Recommend. 49 2.9 Net
Promoter. 53 2.10 Willingness to Search. 55 2.11 Neuroscience Measures. 57 IX
Chapter 3: Margins and Profits.67 Introduction. 67 3.1 Margins.71 3.2 Prices and Channel Margins. 77 3.3 3.4 Average Price per Unit and Price per Statistical Unit.87 Variable Costs and Fixed Costs. 93 3.5 3.6 3.7 Marketing Spending—Total, Fixed, and Variable. 99 Break-Even Analysis and Contribution Analysis. 104 Profit-Based Sales Targets.108 Chapter 4: Product and Portfolio Management. 113 Introduction.113 4.1 Trial, Repeat, Penetration, and Volume Projections.116 4.2 Growth: Percentage and CAGR.129 4.3 Cannibalization Rates and Fair Share
Draw.134 4.4 Brand Equity Metrics.140 4.5 Conjoint Utilities and Consumer Preference.149 4.6 Segmentation Using Conjoint UtiUties. 154 4.7 Conjoint Utilities and Volume Projection.157 Chapter 5: Customer Profitability.159 Introduction. 159 5.1 Customers, Recency, and Retention. 162 5.2 Customer Profit. 167 5.3 Cu stomer Lifetime Value. 172 5.4 Prospect Lifetime Value Versus Customer Value. 178 5.5 Acquisition Versus Retention Cost. 182 Chapter 6: Sales Force Management.185 Introduction. 185
6.1 Sales Force Coverage: Territories. 187 6.2 Sales Force Objectives: Setting Goals.190 6.3 Sales Force Effectiveness: Measuring Effort, Potential, and Results. 194 6.4 Sales Force Compensation: Salary/Reward Mix.198 6.5 Sales Force Tracking: Pipeline Analysis. 201 Chapter 7: Channel Management. 207 Introduction. 207 7.1 Numeric, ACV and PCV Distribution, Facings/Share of Shelf. 210 7.2 7.3 X Supply Chain Metrics.217 SKU Profitability: Markdowns, GMROII, and DPP. 223 MARKETING METRICS
7.4 7.5 7.6 Online Distribution Metrics. 228 Combining Search and Distribution. 230 Understanding Channel Dependencies. 231 Chapter 8: Pricing Strategy. 235 Introduction. 235 8.1 Price Premium. 238 8.2 Reservation Price and Percent Good Value.242 8.3 Price Elasticity of Demand. 248 8.4 Optimal Prices and Linear and Constant Demand Functions.255 8.5 Own, Cross, and Residual Price Elasticity.268 Chapter 9: Promotion.279 Introduction. 279 9.1 Baseline Sales, Incremental Sales, and Promotional Lift. 282 9.2 Redemption Rates, Costs for Coupons and Rebates, and Percentage Sales with
Coupon. 290 9.3 Promotions and Pass-Through. 293 9.4 Price Waterfall. 296 Chapter 10: Advertising and Sponsorship Metrics. 303 Introduction.303 10.1 Advertising: Impressions, Exposures, Opportunities-to-See (OTS), Gross Rating Points (GRPs), and Target Rating Points (TRPs) . 307 10.2 Cost per Thousand Impressions (CPM) Rates.312 10.3 Reach, Net Reach, and Frequency.314 10.4 Frequency Response Functions .318 10.5 Effective Reach and Effective Frequency . 323 10.6 10.7 10.8 10.9 10.10 Share of Voice. 325 Advertising Elasticity of Demand .327 Return on Advertising Spend (ROAS). 332 Equivalent Media Value from Sponsorship
.334 Sponsorship ROI .336 Chapter 11: Online, Email, and Mobile Metrics.341 Introduction. 341 11.1 Impressions and Pageviews. 345 11.2 Media Display Time and Interaction Rate. 348 11.3 Clickthrough Rates.351 11.4 Cost per Impression, Cost per Click, and Cost per Order.355 11.5 Visits, Visitors, and Abandonment.360 XI
11.6 Bounce Rate (website). 364 11.7 Social Media Metrics: Friends/Followers/Supporters/Likes. 367 11.8 Downloads.370 11.9 Mobile Metrics. 372 11.10 Email Metrics. 374 Chapter 12: Marketing and Finance. 377 Introduction. 377 12.1 Net Profit and Return on Sales.380 12.2 Return on Investment.382 12.3 Economic Profit—EVA.383 12.4 Evaluating Multi-period Investments. 386 12.5 Marketing Return on Investment. 390 12.6 Financial Market Measures. 397 12.7 Combined Market and Accounting Measures. 399 Chapter 13: The
Marketing Metrics X-Ray and Testing. 403 13.1 13.2 13.3 The Marketing Metrics X-Ray. 403 The Value of Information. 412 Testing. 414 Chapter 14: System of Metrics. 421 14.1 14.2 14.3 Modeling Firm Performance. 421 Three Reasons for Using Systems of Identities in Marketing.424 Marketing Mix Models: Monitoring Relationships Between Marketing Decisions and Objectives.429 14.4 Related Metrics and Concepts.433 Bibliography.435 Endnotes.439 Index.447 Register Your Book Register your copy of Marketing Metrics at informit.com for convenient access to downloads, updates, and corrections as
they become available. To start the registration process, go to informit.com/register and log in or create an account. Enter the product ISBN 9780136717133 and click Submit. Once the process is complete, you will find any available bonus content under “Registered Products.” ХІІ MARKETING METRICS
CONTENTS-AT-A-GLANCE Acknowledgments. xiii About the Authors. xv Foreword.xvii Foreword to the Fourth Edition.xix Chapter 1: Introduction. 1 Chapter 2: Share of Hearts, Minds, and Markets. 19 Chapter 3: Margins and Profits.67 Chapter 4: Product and Portfolio Management. 113 Chapter 5: Customer Profitability. 159 Chapter 6: Sales Force Management. 185 Chapter 7: Channel Management.207 Chapter 8: Pricing
Strategy.235 Chapter 9: Promotion.279 Chapter 10: Advertising and Sponsorship Metrics.303 Chapter 11: Online, Email, and Mobile Metrics.341 Chapter 12: Marketing and Finance. 377 Chapter 13: The Marketing Metrics X-Rayand Testing. 403 Chapter 14: System of Metrics.421 Bibliography.435 Endnotes. 439 Index.447 VII
CONTENTS Acknowledgments .xiii About the Authors . xv Foreword.xvii Foreword to the Fourth Edition.xix Chapter 1: Introduction. 1 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 What Is a Metric?. 1 Why Do You Need Metrics?. 1 Marketing Metrics: Opportunities, Performance, and AccountabiUty.2 Choosing the Right Numbers.3 What Are We Measuring?. 3 Value of Information.5 Mastering Metrics. 7 Where Are the “Top Ten”
Metrics?. 7 What Is New in the Fourth Edition?. 9 New Developments in the World of Marketing Metrics. 10 Chapter 2: Share of Hearts, Minds, and Markets. 19 Introduction. 19 2.1 Market Share.24 2.2 Relative Market Share and Market Concentration.27 2.3 Brand Development Index and CategoryDevelopment Index. 31 2.4 Penetration.33 2.5 Share of Requirements. 36 2.6 Usage Index. 40 2.7 Awareness, Attitudes, and Usage (AAU): Metrics of the Hierarchy of Effects. 44 2.8 Customer Satisfaction and Willingnessto Recommend. 49 2.9 Net
Promoter. 53 2.10 Willingness to Search. 55 2.11 Neuroscience Measures. 57 IX
Chapter 3: Margins and Profits.67 Introduction. 67 3.1 Margins.71 3.2 Prices and Channel Margins. 77 3.3 3.4 Average Price per Unit and Price per Statistical Unit.87 Variable Costs and Fixed Costs. 93 3.5 3.6 3.7 Marketing Spending—Total, Fixed, and Variable. 99 Break-Even Analysis and Contribution Analysis. 104 Profit-Based Sales Targets.108 Chapter 4: Product and Portfolio Management. 113 Introduction.113 4.1 Trial, Repeat, Penetration, and Volume Projections.116 4.2 Growth: Percentage and CAGR.129 4.3 Cannibalization Rates and Fair Share
Draw.134 4.4 Brand Equity Metrics.140 4.5 Conjoint Utilities and Consumer Preference.149 4.6 Segmentation Using Conjoint UtiUties. 154 4.7 Conjoint Utilities and Volume Projection.157 Chapter 5: Customer Profitability.159 Introduction. 159 5.1 Customers, Recency, and Retention. 162 5.2 Customer Profit. 167 5.3 Cu stomer Lifetime Value. 172 5.4 Prospect Lifetime Value Versus Customer Value. 178 5.5 Acquisition Versus Retention Cost. 182 Chapter 6: Sales Force Management.185 Introduction. 185
6.1 Sales Force Coverage: Territories. 187 6.2 Sales Force Objectives: Setting Goals.190 6.3 Sales Force Effectiveness: Measuring Effort, Potential, and Results. 194 6.4 Sales Force Compensation: Salary/Reward Mix.198 6.5 Sales Force Tracking: Pipeline Analysis. 201 Chapter 7: Channel Management. 207 Introduction. 207 7.1 Numeric, ACV and PCV Distribution, Facings/Share of Shelf. 210 7.2 7.3 X Supply Chain Metrics.217 SKU Profitability: Markdowns, GMROII, and DPP. 223 MARKETING METRICS
7.4 7.5 7.6 Online Distribution Metrics. 228 Combining Search and Distribution. 230 Understanding Channel Dependencies. 231 Chapter 8: Pricing Strategy. 235 Introduction. 235 8.1 Price Premium. 238 8.2 Reservation Price and Percent Good Value.242 8.3 Price Elasticity of Demand. 248 8.4 Optimal Prices and Linear and Constant Demand Functions.255 8.5 Own, Cross, and Residual Price Elasticity.268 Chapter 9: Promotion.279 Introduction. 279 9.1 Baseline Sales, Incremental Sales, and Promotional Lift. 282 9.2 Redemption Rates, Costs for Coupons and Rebates, and Percentage Sales with
Coupon. 290 9.3 Promotions and Pass-Through. 293 9.4 Price Waterfall. 296 Chapter 10: Advertising and Sponsorship Metrics. 303 Introduction.303 10.1 Advertising: Impressions, Exposures, Opportunities-to-See (OTS), Gross Rating Points (GRPs), and Target Rating Points (TRPs) . 307 10.2 Cost per Thousand Impressions (CPM) Rates.312 10.3 Reach, Net Reach, and Frequency.314 10.4 Frequency Response Functions .318 10.5 Effective Reach and Effective Frequency . 323 10.6 10.7 10.8 10.9 10.10 Share of Voice. 325 Advertising Elasticity of Demand .327 Return on Advertising Spend (ROAS). 332 Equivalent Media Value from Sponsorship
.334 Sponsorship ROI .336 Chapter 11: Online, Email, and Mobile Metrics.341 Introduction. 341 11.1 Impressions and Pageviews. 345 11.2 Media Display Time and Interaction Rate. 348 11.3 Clickthrough Rates.351 11.4 Cost per Impression, Cost per Click, and Cost per Order.355 11.5 Visits, Visitors, and Abandonment.360 XI
11.6 Bounce Rate (website). 364 11.7 Social Media Metrics: Friends/Followers/Supporters/Likes. 367 11.8 Downloads.370 11.9 Mobile Metrics. 372 11.10 Email Metrics. 374 Chapter 12: Marketing and Finance. 377 Introduction. 377 12.1 Net Profit and Return on Sales.380 12.2 Return on Investment.382 12.3 Economic Profit—EVA.383 12.4 Evaluating Multi-period Investments. 386 12.5 Marketing Return on Investment. 390 12.6 Financial Market Measures. 397 12.7 Combined Market and Accounting Measures. 399 Chapter 13: The
Marketing Metrics X-Ray and Testing. 403 13.1 13.2 13.3 The Marketing Metrics X-Ray. 403 The Value of Information. 412 Testing. 414 Chapter 14: System of Metrics. 421 14.1 14.2 14.3 Modeling Firm Performance. 421 Three Reasons for Using Systems of Identities in Marketing.424 Marketing Mix Models: Monitoring Relationships Between Marketing Decisions and Objectives.429 14.4 Related Metrics and Concepts.433 Bibliography.435 Endnotes.439 Index.447 Register Your Book Register your copy of Marketing Metrics at informit.com for convenient access to downloads, updates, and corrections as
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| illustrated | Not Illustrated |
| index_date | 2024-07-03T15:41:33Z |
| indexdate | 2024-08-01T11:27:34Z |
| institution | BVB |
| isbn | 9780136717133 |
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| spellingShingle | Bendle, Neil T. Farris, Paul W. Pfeifer, Phillip E. Reibstein, David J. Marketing metrics the manager's guide to measuring marketing performance Marketingmanagement (DE-588)4168907-0 gnd Kennzahl (DE-588)4114166-0 gnd Marketingforschung (DE-588)4200055-5 gnd Mathematisches Modell (DE-588)4114528-8 gnd |
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| title | Marketing metrics the manager's guide to measuring marketing performance |
| title_auth | Marketing metrics the manager's guide to measuring marketing performance |
| title_exact_search | Marketing metrics the manager's guide to measuring marketing performance |
| title_exact_search_txtP | Marketing metrics the manager's guide to measuring marketing performance |
| title_full | Marketing metrics the manager's guide to measuring marketing performance Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein |
| title_fullStr | Marketing metrics the manager's guide to measuring marketing performance Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein |
| title_full_unstemmed | Marketing metrics the manager's guide to measuring marketing performance Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein |
| title_short | Marketing metrics |
| title_sort | marketing metrics the manager s guide to measuring marketing performance |
| title_sub | the manager's guide to measuring marketing performance |
| topic | Marketingmanagement (DE-588)4168907-0 gnd Kennzahl (DE-588)4114166-0 gnd Marketingforschung (DE-588)4200055-5 gnd Mathematisches Modell (DE-588)4114528-8 gnd |
| topic_facet | Marketingmanagement Kennzahl Marketingforschung Mathematisches Modell |
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Inhaltsverzeichnis
Inhaltsverzeichnis
Inhaltsverzeichnis
THWS Schweinfurt Zentralbibliothek Lesesaal
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2000 QP 611 B458(4) |
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