About Marketing Metrics in Action Talk about marketing accountability has become almost commonplace. And most marketing executives get it. They understand the need to know the numbers. The real question is, Which numbers? Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization answers those questions and addresses those problems with a balance of sound theory and technique and practical application. The author, a veteran of marketing on both sides, the client side and the consultant side, explains how you need to make marketing metrics work for you. First, every company s product makeup, competitive situation, resources, and internal strengths and weaknesses differ. So do its needs for particular metrics. It is necessary to be able to identify which metrics matter to your organization s circumstances. Next it is necessary to create a culture of accountability. Everyone in the organization has to be and be seen as being on the same side and on the same page. Finance can t be seen as the enemy, and Sales and Marketing need work especially hard to coordinate their efforts. But this sense of accountability needs to extend from the C-Suite to the customer service and order entry people. Everyone must be on board. With buy-in from the entire organization, using quality approaches and sophisticated ideas have a much better chance of success in the marketplace. A metrics audit will help establish where you are now, and mapping will enable you to align processes to better develop your dashboard. Chapters on systems and tools and skills and training, with important contributions by key industry thought leaders, conclude the main body of the book. A glossary and an appendix of sample process maps end the book. Newly minted MBAs, flush with confidence, are often heard to say, Forget that other stuff. Just give me your number. Tell me what metric you re using. Marketing Metrics in Action does much more than just give you a number or a one-size-fits-all formula. It provides wise counsel for identifying which metrics matter most to your organization and practical guidance for putting all the sophisticated marketing tools to profitable use in your company.
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About the Author
About Laura Patterson AUTHOR PHOTO Laura Patterson is the co-founder and president of VisionEdge Marketing, Inc., a data-driven and metrics-focused marketing firm that specializes in improving marketing performance. Her passion for analytics and measuring value is shown throughout her nearly 30 years of sales and marketing experience at companies such as State Farm, Motorola, DME Systems, Alex Sheshunoff, and Evolutionary Technologies. The author of two other books, including Gone Fishin': A Guide to Finding, Hooking, Keeping, and Growing Profitable Customers and Measure What Matters: Reconnecting Marketing to Business Goals, Laura is also a regular columnist for CEO Refresher and Marketing Profs, and a contributor and Board Member at CustomerThink. She has appeared as a guest lecturer at various universities, including Purdue, Truman State, and the University of Texas at Austin, and at several associations, including the American Marketing Association, the Association of National Advertisers, the Business Marketing Association. An avid runner, Laura is a Master's and Age Group Winner in various triathlons.
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Measure What Matters is a great reference and book. Laura understands what it takes to provide real-world metrics that can have a dramatic effect on Marketing. This books is a quick read and provides outstanding Sample Metrics and Graphics. I highly recommend this book and her newer book, Marketing Metrics in Action to anyone involved in Market Research, Reporting or who wants to understand how measurement is a key to successful marketing programs.
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