The Marketing Performance Measurement Toolkit

Marketers consistently list improved measurement as one of their top goals, but remain dissatisfied with their capabilities. The Marketing Performance Measurement Toolkit helps them break through this logjam by providing step-by-step instructions on how to successfully build a marketing performance measurement system that truly meets their needs.

The book starts by asking the basic questions: Why did the project begin? What are its goals? How will you know when they've been met? It then moves on to show how you find the answers, with detailed lists of information to gather about the business situation, company goals, available resources, and external pressures. Beyond the questions themselves, author David Raab tells you what answers to listen for, and uses his decades of consulting experience to explain what each answer may imply about the best way to move forward.

Next, the focus shifts to the specifics of marketing performance measurement. The book shows how to use the "Balanced Scorecard" approach to define your business strategy and how to align marketing plans and measurements with that strategy. This ensures your system measures the right things in the right ways. Following chapters dig still deeper into the workings of marketing measurement techniques, describing the types of measures available and giving clear, practical explanations of advanced analytic methods such as marketing mix models, multivariate testing and brand value studies. The book then walks you through the process of selecting the metrics for your own project, aided at each step by worksheets and scorecards to organize your thoughts and find the best ways to proceed.

Final chapters turn to deployment issues, including explanations of key system technologies and advice on vendor selection, project implementation, and ongoing enhancements. The book concludes with a comprehensive Appendix listing hundreds of metrics for specific applications and an exhaustive Index for reference.

Throughout the book, the author provides handy worksheets to summarize your findings, highlight the most significant results, and customize the concepts and measurement tools in this book to fit your company's particular needs.

In short, The Marketing Performance Measurement Toolkit provides everything you need to manage your marketing measurement project from the initial idea to its final success.

Product Details
304 pages
ISBN: 978-1-933199-14-6