Measuring Marketing: 103 Key Metrics Every Marketer Needs [Paperback]

John Davis (Author)

Book Description

Publication Date: November 24, 2006 | ISBN-10: 0470821329 | ISBN-13: 978-0470821329 | Edition: 1

Marketing is now being asked to be measurably accountable for not only the top-line of their income statement, but also for the bottom-line as well. They're being asked to account for the total marketing program in addition to its component product programs, its advertising, sales promotion, sales and distribution, and pricing programs. This is the first book that addresses the clamor and demand from marketing’s many stakeholders to be accountable for its strategies and activities.

Editorial Reviews

Review

Marketing directors and CEOs who wish to make their marketing expenditures accountable face a bewildering array of potential measures, the definition of which is not always clear, leave alone their relevance. In Measuring Marketing: 103 Key Metrics, John Davis provides CEOs and marketers with an easy way to know just how each measurement is defined and the context in which it can be used. I am sure that it will make an invaluable reference in the designing and assessing of marketing information systems.
John Roberts,
Professor of Marketing, London Business School, Scientia Professor,
The Australian Graduate School of Management.

John Davis's book is a much needed, concise summary of key marketing metrics. He shows us not only how to calculate the right number but also how to use it in decision making.
Bernd Schmitt,
Robert D. Calkins, Professor of International Business, Columbia Business School,
Executive Director, Center on Global Brand Leadership

This is a book which I'll certainly make sure all my marketing colleagues carry at all times…John Davis's book provides such a rounded and comprehensive approach to understanding the nuts and bolts of marketing, that any marketer, in any industry, should select his or her own key metrics from the book to create a personalized, dynamic and balanced framework for measuring his or her own work. A must-have for all marketers!
Ho Kwon Ping,
Executive Chairman
Banyan Tree Group

John Davis has written a readable book that will be of immense, practical help to marketers. His book presents clearly and succinctly over 100 easy-to-use metrics to assess marketing effectiveness. Every marketer should have it on their bookshelves.
Pang Eng Fong
Dean, Lee Kong Chian School of Business
Singapore Management University

We all know the old saying that “You can't manage what you can't measure." This book identifies and discusses the metrics that will help executives manage key marketing activities from product development through sale. It's comprehensive, and readers will surely find measures that are likely to be important in their unique business context.
James Jiambalvo
Dean, University of Washington Business School

From the Inside Flap

The world of marketing has been turned upside down. Non-marketers view marketers as narrowly focused on advertising-driven image-development, characterized by clever creative e design and vague results. While image-shaping advertising is till important, marketing has changed dramatically indecent years, with increasing emphasis on growth-driven activities that yield measurable results.

CEOs and CFOs regularly ask "what measure can I use to determine if my company's marketing is effective? The answer is that there is no single measure that accomplishes this. Today's companies are expected to demonstrate consistent, positive growth and responsible financial performance. Likewise, marketing mangers must show a clear return investment for the plans they recommend. Marketing activities must align with the company's overall strategic and financial goals. T`he challenge is to know what marketing activity to measure and when since, as companies grow, customers expectations shift and market conditions change, requiring marketers to adapt their strategy and adjust tactics accordingly. From brand building objectives to growth forecasts, traditional marketing to internet marketing, retail promotion to field sales execution, marketers must develop integrated marketing activities that create a differentiated position, address customer needs and demonstrate competitive advantage. Furthermore, marketers must also be able to defend and measure their plans in detail, from the connection to company goals to the execution at the field sales level.

Measure marketing: 103 Key Metrics Every Marketers Needs descr5ibes 103 different measures that marketers and senior managers should know. Organized into three main themes: marketing planning and customers: the offering: and sales force, it is a pr4actical, straightfor5ward references for business leaders seeking clear explanations on how to measure marketing;s most common activities.

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Product Details

• Paperback: 440 pages
• Publisher: Wiley; 1 edition (November 24, 2006)
• Language: English
• ISBN-10: 0470821329
• ISBN-13: 978-0470821329
• Product Dimensions: 7.1 x 1.5 x 10.1 inches
• Shipping Weight: 1.8 pounds (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #465,160 in Books (See Top 100 in Books)

More About the Author

John A. Davis
Faculty
Lundquist College of Business
University of Oregon

John Davis' career spans both the academic and business worlds. He is the author of several acclaimed marketing books: The Olympic Games Effect (2nd edition-coming in early 2012); Competitive Success: How Branding Adds Value (2010), The Olympic Games Effect-1st edition ©2008), Magic Numbers for Sales Management (©2007), Measuring Marketing: 103 Key Metrics Every Marketer Needs (©2006; and 2nd edition coming in late 2012), and Magic Numbers for Consumer Marketing (©2005). He is a contributing author to Fast Track to Success-Marketing (©2009). His next book, following the publication of the aforementioned 2nd editions, is Sports Marketing: Creating Long Term Value (est. 2013). in 2010 he received the 'Best Professor of Marketing' award in 2010 by the CMO Council and Asia's Best B-School Awards. Before joining the Lundquist College of Business at the University of Oregon, John's prior positions were: Dean-GlobalMBA and Professor of Marketing at SP Jain; Department Chair and Professor of Marketing at Emerson College in Boston; Professor of Marketing Practice and Director of the Center for Marketing Excellence at Singapore Management University, where he received the 'Most Inspiring/Distinguished Teacher' award (2007) and Dean's Teaching Honors every year from 2004-2009. He has been a visiting professor at the International Olympic Academy in Olympia, Greece, and has also taught at University of Washington, UC Davis and Stanford University, and in partner programs with faculty from University of Chicago, INSEAD, Emory, Munich Business School, and the European Business School. John has taught at the undergraduate and MBA levels, and in dozens of executive education programs for leading companies, including: IBM, DOW Chemical, Allianz, TIAA-CREF, OCBC, SK Telecom, Commerzbank, Schneider Electric, MSIG, IHG, Boeing, and SwissRE. His research interests are in global brand leadership, marketing strategy, sports marketing, and marketing accountability. In business, he has won awards as the leader of global marketing organizations for Fortune 500 companies and two companies he founded with private investor groups, including Brand New View (www.brandnewview.com), where he remains chairman. John has spoken at conferences around the world, from Tokyo to Cairo to San Francisco to Shanghai, including TEDx, and has been interviewed by global media, including: the BBC, MSNBC, CNBC, ChannelNewsAsia, Bloomberg, and NPR. He wrote and broadcast a 24-segment radio program about marketing. He is co-host of the podcast series 'LeadershipMatters'. He received his M.B.A. from Columbia University and his B.A. from Stanford University.

Customer Reviews

Most Helpful Customer Reviews

21 of 22 people found the following review helpful:

5.0 out of 5 stars Excellent Read and Very Useful List of Metrics, February 11, 2007

By 

M. A Netzley "mnetzley" (Singapore) - See all my reviews
(REAL NAME)   

This review is from: Measuring Marketing: 103 Key Metrics Every Marketer Needs (Paperback)

Everywhere you look these days, professional communicators seem to be talking about measurement. From marketing and PR to advertising specifically, the question of how we measure a range of marketing and communication activities--the question of how we the right numbers and make decisions--seems to be perplexing companies around the globe.

Perhaps part of the reason measurement is such a challenging problem is that subject is not inherently interesting. Who wants to sit down and actually read a book about marketing metrics? Measuring Marketing: 103 Key Measures Every Marketer Needs is a book that, in my opinion, does a great job of addressing both problems. The book succinctly explains what each metric is, why the metric is important, and how that metric impacts decision making. In addition to helping us better understand measurement, the book is very well written and in plain English. This was actually enjoyable reading.

The book uses a clear three-part structure for each metric. Each metric is defined, we are then told the importance of each metric, and finally how the metric should impact our decision making. Consequently, the book is as much a reference manual as it is a marketing trade book. I began by reading the book in a cover-to-cover style (as I would any other book), but quickly found myself jumping throughout the book as some measures proved more applicable to my concerns.

My sense is that virtually any company can benefit from this book. The description of each metric is concise, the importance of each metric is clearly explained, and topically the book moves through a wide range of measures which look at revenue, cot per unit, market share, segment and customer profitability, price, share of voice, direct mail profit, cost per click, recall, inventory turnover, retail close ratio, sales force turnover rate, break-even sales volume, and even team selling compensation to name just a few. The range of metrics is amazingly comprehensive.

It is difficult to imagine how a marketing team could look through this book and not come up with a small set of metrics delivering the necessary information for assessing their work. Granted, the book does not go into depth regarding some of the more leading edge issues such as social media (for example, how would you measure the value of Nokia's N90 blog?). Another critique might be that he book looks only at traditional marketing measures and could be slightly less useful if a company is taking a more integrated marketing communication approach. That said, the book gives me so many measures that I remain convinced that almost anybody can improve their measurement by turning to this book.

I am very glad I took the time to read this text.

11 of 11 people found the following review helpful:

4.0 out of 5 stars No Proper Measure, No Appropriate Management, January 25, 2007

By 

Serge J. Van Steenkiste (Atlanta, GA) - See all my reviews
(REAL NAME)   

This review is from: Measuring Marketing: 103 Key Metrics Every Marketer Needs (Paperback)

John Davis provides an overview of commonly used business metrics that he subdivides in three categories: 1) Marketing Planning and Customers; 2) The Offering; and 3) Sales Force. Davis usually explains clearly each metric that he covers by sequentially examining the measurement need, solution, and impact on decision making. Most of the time, Davis gives a clear example that helps readers put the theory into practice. Some metrics in the third section such as Four Factor Model and Sales Variance Analysis will be somewhat challenging to readers who are not very comfortable with numbers.

To his credit, Davis is straightforward about the difficulties that readers can experience in collecting some of the information needed to use some of the metrics under review. Davis also cautions his audience against the danger of blindly using industry averages because each company has its own DNA. Davis is at his weakest when he presents an overview of key Internet metrics such as gross page impressions, cost per click, and cost per action. The coverage of these metrics is too superficial to be of any use to any reader who is looking for more than the basics. To summarize, "Measuring Marketing 103 Key Metrics Every Marketer Needs" is a good reference book for a quick education about some of the most commonly used business metrics.

7 of 7 people found the following review helpful:

4.0 out of 5 stars This is like 103 lively marketing discussions. Damned useful text. Buy it., September 1, 2007

By 

D. Stuart "Researcher at Kudos" (Auckland NZ) - See all my reviews

This review is from: Measuring Marketing: 103 Key Metrics Every Marketer Needs (Paperback)

There's a disjuncture between market research information as supplied by those of us in the MR industry, and the hard sales information supplied to marketers via their own companies. Those who join the two sources together gain a tremendous synergy. By measuring the things that matter, regardless of information source, the marketer gains a lot more control over their decision-making.

This book offers 103 very chunky measures that are each clearly explained and for most marketers quite easily obtainable. You may not want a dashboard of all these measures, but if you scan through the list you'll see - I guarantee - at least 10 metrics that you'll wish you had during the last planning round. As such this book offers a powerful diagnostic of the things you need to get your job done.

Davis splits his measures into three broad categories.

1. Marketing Planning and Customers - Forecasts, Markets, Segments & Customers
2. The Offering - Products, Prices, Promotion and Retail
3. Sales Force.

Within each section he offers a host of measures, setting out for each one the purpose, the solution (or formula) as well as a summary of the impact and importance of the measure in question. The effect of the book is to deliver lively 103 marketing discussions, and while some are somewhat generalised in nature, the overall value of the book is immense.

This book suits marketing managers, brand managers and assistant brand managers, and will be of equal power in the hands of good market researchers. this is a really practical worthwhile volume for people who want to do their job better.