Marketing Metrics: The Definitive Guide to Measuring Marketing Performance

I'm a career marketing executive with 13 years of experience currently working as a Director of Marketing and Analytics for a VC-backed firm. This book is invaluable to me at our firm as we take a deep dive into our own data and attempt to build custom metrics and KPIs. This book provides insightful frameworks into how intelligent metrics are mathematically constructed, along with discussing their assumptions and limitations.The writing is succinct, and the organization of this book appeals to one's intelligence and time. You don't have to read this book cover to cover! The table of contents in such a wonderful and simple fashion breaks down the book into the major subcategories of Marketing, such as Product and Portfolio Development. Each chapter first outlines and summaries major relevant metrics, and then discusses each in detail complete with theorems, assumptions, considerations, and weaknesses.Every intelligent, ambitious, and professional executive must own this book. It gives you a rare balance of academic and practical rigor. If you don't see metrics that can help your business, then you can borrow its notions into how some of the most influential KPIs are constructed and then use those frameworks to exploit your own intelligence issues.This is a great reference book, and it has a special place on my bookshelf at work. You don't have to be an academic to understand this book. If you are patient with this book, you will see what a gem this is. 5 stars.Disclosure: I am neither a student, nor do I know any of the authors of this book.

The subject always rises eyebrows in MKTing teams. This book is concise playbook that is always at my hand’s reach and an invaluable help for building management dashboards.

The book is both an overview and a detailed discussion of every marketing metric you'd ever want to know.I had studied some of the concepts in a business school course and throughout reading various literature, however it's nice to have the information all in one spot like a handy reference.Unfortunately the metrics don't apply well to new media - for instance there is only one metric for social networking.Probably a good follow on to this book would be the impact on smart phone apps, social networking, etc. etc. and relevant marking metrics.I gave it four stars because I think it's an excellent compendium but I wouldn't say the earth moved for me as a result of reading it.

But that is pretty much what it is. There is not a lot of fluff in this book and it focuses on the quantitative side of marketing. The qualitative side should be found in other marketing books. In my MBA class I can see this book being very valuable but this book is really for the hardcore marketing person.

This can be useful to the marketing professional or major who "doesn't get why the ops and finance people are hung up on numbers" or who doesn't understand the metrics and terms thrown around in a meeting.However, there's a flaw:If they already understand those concepts, the book doesn't provide much use. If however they do not understand the concepts, the depth will likely prove daunting...and they'll quickly lose interest.

Great book, a little complex for entry level marketing research. It feels like a textbook a masters degree student in Marketing might have read. If you're new to marketing and looking for a good book on understanding metrics and how to quantitatively measure marketing performance or perform market assessment it's a great source of information.

Since the first edition, this book became our inspiration and we now have our courses in 9 languages and help our marketing students from around the world understand the value of quantification as a starting point for marketing and sales alignment in revenue growth.

Item was shipped quickly and arrived as described.