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Table of contents for

The Marketing Performance Measurement Toolkit

by David Raab


Chapter
  • 1 - Setting Project Goals
  • 2 - Defining Project Scope
  • 3 - Understanding the Business
  • 4 - External Information
  • 5 - Defining Your Business Strategy
  • 6 - Aligning Marketing Plans with Strategy
  • 7 - Types of Metrics
  • 8 - Advanced Analytics
  • 9 - Selecting Your Metrics
  • 10 - Technology
  • 11 - Vendor Selection Process
  • 12 - Implementation
  • 13 - Final Thoughts

  • Appendix: Sample Metrics
  • Index
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