Marketing Metrics, 4th Edition
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 Aim With Marketing Metrics
A key task we set ourselves was to explain the uses of each metric. Part of that is explaining some cautions. We note where people might typically get into trouble with their use of metrics.
The first three editions have been a great success. We are very grateful to those who have bought the book and recommended it to others. Each edition has generated substanitial sales and have, we believe, improved on the last. For example, the fourth edition discusses more on what a CMO will need to know chatting to finance people. We also discuss sponsorship metrics more extensively. The new edition also surveys changes over the years including the work of MASB and the new ISO brand evaluation standard, see here.
Order the Book Now
You can order it now — save 35% at informit.com/marketing-metrics if you enter the code METRICS during checkout.
For a free sample chapter of the 4th edition of Marketing Metrics please click here.
Please Review
We are always happy to hear feedback. As such, we would be grateful if you would share your thoughts on the book on Amazon. Feel free to share too on social media. If you have comments about the book also do send them directly to me.
In addition, we are not sure if there will be a 5th edition yet. Still if there is we would love to incorporate any ideas/improvements you suggest if space permits.
Popular Marketing Metrics
While you are here please visit other posts and pages on my site, click here. Those interested in marketing metrics should be especially interested in my Popular Marketing Metrics pages listed below. In these, I outline my thought on various metrics. Some of the thoughts are a bit too controversial for the book — which is more of a consensus view.
-
Customer Equity: Nice Idea, Bit Of A Mess In Execution
In the 1990’s/early 2000s great interest arose in how to understand marketing strategy and its financial impact in terms of customers. This was an extremely welcome occurrence. The concept of customer equity (CE) was developed. It is an interesting story, full of insightful comments. Sadly in some ways the whole thing became a bit of
-
Total Q, A New Improved Tobin’s Q? Not By Much
Total q is a new variant on Tobin’s q. Possibly my best-known academic paper is a piece with Moeen Butt that was published in Marketing Science. This paper criticized the use of Tobin’s q as a performance metric in marketing. I am not the only person who has concerns about the use of Tobin’s q
-
Marketing Accounts: A Better Way To Measure Marketing Performance
You don’t have to be in marketing long to realize that the way financial accounting treats it doesn’t inspire much confidence. This is a topic I have noted a number of times in my blog, for example here, here and here. For this problem we have a solution, Marketing Accounts. Read Our Marketing Accounts Paper
-
Value Of A Like: Do Not Use For Budgeting
This post is specifically to combat claims made about social media measurement. It follows on earlier work I did, here. Specifically I am against the idea that ‘the value of a like’ is what marketers should be prepared to pay to gain a like. I’m optimistic that the number of such claims have rescinded in
-
Profit Measurement: Choose Your Own Level Is Problematic
What could be more central to business than profits? For-profit businesses have a goal to make profits by definition. As such, you might think that we all had a pretty good shared idea of what profit is. Of course, you would be wrong. Profit measurement is surprising open to interpretation. You can often choose your
-
Brand Valuation: Progress But Lots More Needed
Brand valuation is a challenging subject. There isn’t a single formula I can give but it is an extremely important topic for marketers to understand. Hence it gets its own popular marketing metrics page. Brand Matters Brands clearly matter in marketing. There are any number of marketing sites that will explain this. Indeed, that is
