Product Description
Marketing Metrics, Second Edition, is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge.
The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and “triangulate” to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more.
This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning–and optimize every marketing decision you make.
Choose the right metric for every marketing challenge
Understand the full spectrum of marketing metrics: pros, cons, nuances, and application
Gain a deep and thorough understanding of marketing profitability
Quantify the profitability of products, customers, channels, and marketing initiatives
Assess web and social media effectiveness, accurately and in detail
Measure everything from “bounce rates” to the growth of your web communities
Link Marketing to your enterprise financial metrics
Understand your true return on marketing investment–and enhance it
This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.
You’ll find practical, up-to-the-minute techniques for measuring everything from brand equity to social media, market share to web engagement. For every metric, the authors present real-world pros, cons, and tradeoffs–and help you understand what the numbers really mean. You’ll learn how to design and interpret marketing dashboards to identify emerging opportunities and risks and use powerful new modeling techniques to optimize every decision you make. In this second edition the authors expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into Management insight.
• Strategy + Business “Best Books in Marketing” award winner—now fully updated!
• 30% more coverage: from social media and brand equity to modeling for better decision-making
• Covers promotions, advertising, distribution, customer perception, market share, pricing, margins, portfolios, channels, dashboards, and much more
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The original Cole Hardware was founded in 1959 by Dave Karp. Today, his son, Rick Karp has four stores throughout the city of San Francisco. Technology is at the heart of operations for this small Business. Karp currently spends 50,000 to 100,000 dollars annually on IT to help optimize and grow the SMB. Correspondent Sumi Das visits the store on a busy day and talks to Karp and his IT manager Robin Miller about how he uses inventory Management software and scanners to help catalogue more than 40,000 items, and how theyre using analytics solutions to track revenues.
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Successful entrepreneur and CEO, Jay Adelson, demystifies the process of launching a company by answering aspiring entrepreneur’s questions. Today he discusses what the initial steps are after coming up with an idea for a new company.
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Whether you want to establish yourself as an expert in a particular field or simply want to share your knowledge, there are many great ways to do that. LinkedIn Questions are a good place to start if you are looking for industry peers. Quora is good if you are looking for questions/answers on a particular subject. And Social Media Examiner’s forums operate as a mentor platform for online 
FOTC t.v. show. 