I recently read an article from 2005 on marketing metrics. It was interesting to see what was being said nearly twenty years ago. Interestingly, one message I took was that the cool kids love marketing metrics. Apparently, in 2005 everyone was experimenting with marketing metrics. The Cool Kids Love Marketing Metrics 2005 was when the…
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A Roadmap For Marketing Metrics
Paul Magill and Christine Moorman shared a roadmap for marketing metrics in April’s Harvard Business Review. Their overarching aim is to elevate the way marketers look at metrics. The authors don’t want marketing assessed only at the campaign level — “did this ad campaign work?” Better to focus at higher levels, “what is marketing delivering…
Are You Tyrannized By Metrics?
If you are tyrannized by metrics in this way I have just the book for you. Headline: “Tenured Professor Tyrannized By Metrics” Jerry Muller has a popular book — The Tyranny of Metrics. I have to say it is pretty bad. The problem is that it is a weak attempt to capitalize on concerns, some…
To Employ Marketing Metrics Consider User Needs
One the basic ideas in marketing is that the consumer of whatever you are providing decides whether an offering is useful. You shouldn’t just shout at your customers and tell them that they should appreciate what they are being given. I think a lot of marketers forget this basic idea when it comes to marketing…
Finding The Right Marketing Metrics
It is extremely challenging to get marketing metrics pieces published at top marketing journals. Indeed, a piece on finding the right marketing metrics isn’t a typical article. One challenge is that often journals want something “new”. Investigating what managers do doesn’t seem new enough. This is a real shame. I worry editorial decisions encourage the…
Popular Marketing Metrics: How Not To Mess Them Up
Make a search on the internet for popular marketing metrics. When you do so you will find a lot of advice on marketing metrics. This could, theoretically, be very useful to marketers and aspiring marketers. Sadly, often the advice given is pretty awful. As such I am creating this series of pages with my thoughts…
Marketing Metrics and the Value of Sponsorship
Message from September 2020 ***The new version of Marketing Metrics is out this month. Please rush out and buy your copies. Please leave us a review at Amazon or wherever you bought your copy.*** This post looked at changes for the 4th edition of Marketing Metrics. Specifically new sections on sponsorship metrics. Changes For The…
Chapter of Marketing Metrics 4th Edition, Free Sample
Here is a free sample chapter of Marketing Metrics. This is a PDF of a chapter from the 2020 (4th) Edition of Marketing Metrics: The Manager’s Guide To Measuring Marketing performance. At the risk of not being modest we like to think that this is very much the definitive guide to measuring marketing performance. Want…
Simple Marketing Metrics Good. Too Simple CLV Not So Good
Let me start this post by saying that I have had good experiences with Qualtrics. I have used their survey panel services before, and would certainly do so again. (Assuming they want me as a customer after this blog post). Unfortunately their attempt to give advice on CLV is, let me use a technical British…
Marketing Metrics 4th Edition Book
Marketing Metrics 4th Edition is now available. We like to think of it as the definitive guide to the metrics that marketers can, and often should, use in their jobs. We cover how the metrics are constructed. The book contains many formulas all written in simple ways. (There is no need for advanced math). Our…
