Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, 2e

The book serves as a comprehensive guide for identifying and applying the most critical metrics in modern marketing. It moves away from "gut feeling" marketing and focuses on rigorous, data-driven decision-making.

Key Features & Content

The book is organized into several strategic areas:

• Customer Profitability: How to calculate Customer Lifetime Value (CLV) and track individual customer equity.

• Brand and Price: Metrics for measuring brand awareness, equity, and the price elasticity of products.

• Sales Force & Channel Management: Evaluating the effectiveness of sales teams and distribution partners.

• Digital Marketing: Tracking web metrics, social media engagement, and search engine effectiveness.

• Financial Impact: Connecting marketing activities directly to the "bottom line" (Net Profit and ROI).