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Magic Numbers for Consumer Marketing: Key Measures to Evaluate Marketing Success

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If what gets measured, gets managed, this book serves a very useful purpose. Managers, students interested in marketing and potential converts to marketing could do well to read this book. It provides a list of metrics that are very relevant for any number of marketing specific actions. In the process, it helps marketers to be more accountable and transperant and moves the field from the realm of "faith" to one of facts. It covers the whole spectrum from really basic measures to more challenging ones such as lifetime customer value and from product oriented measures to service (retail) to database metrics. Practical guidelines of the relvance of the measure to a context, plus "how-to" guidance are provided. Another key strength of the book is that pitfalls of the measures are discussed as well. This is especially critical, because measurement could lead to unintended consequences. Moreover, companies sometimes face the "the tail wagging the dog" situation with measures managing executives.

the knowledge and information shared in this book is useful but are too basic ones. plus, i have found two editing mistakes within my first 20 pages reading. on page 243, the abbreviation of "cost per gross rating point" should be read as CPGRP, rather than CGPRP. and on page 271, the second calculation of DM should be DM=$40,000/($30*0.05*0.75)=35,555 pieces, rather than just repeat the same one as above. quite disappointed with the editing quality.