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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 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
Product Description
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.
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6 reviews
21 of 22 people found the following review helpful
Excellent Read and Very Useful List of Metrics
12 Feb 2007
Format: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.
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
No Proper Measure, No Appropriate Management
25 Jan 2007
Format: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.
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
This is like 103 lively marketing discussions. Damned useful text. Buy it.
1 Sep 2007
Format: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.
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.
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