Efnisyfirlit

• 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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