While most of these metrics are true, they are not always relevant. I guess if you use it as a reference, this is a good book and will do fine. But it is not necessarily something that will turn your world upside down with new knowledge.

There is alot of excellent material in this book. My only criticism is the layout. It appears choppy and could use a better design that would make it easier to read. Hopefully, the next edition will take this into consideration. But all in all, an excellent book on a subject that is long overdue.

This is a good fundamental description of different marketing measurments. These metrics used to be taught to people in the business as they worked their way up the ranks. Unfortunately, today there is virtually no marketing training being done at most organizations. This book can help those people who want to know how to look at a marketing from a more analytical basis and do a better job at managing the marketing for their company. I have already given it to two clients to help them do their job better.

If a marketer really wants to be a good business person, then they should carry this book with them. I dislike hearing recent graduates say "Buy One Get One Free" when asked for promotion ideas. If you understand the financial consequences of that type of promotion then it's OK to suggest it. But the point is this book helps you think about the many types of measurements. At one point in my career I had three Product Managers work for me. This book would have been one that I insisted they read.

I think this book is an important tool in terms of measuring marketing and trying to ensure that you have the opportunity to understand your marketing outreach.

I also liked the newly released book, "Value Acceleration" by Mitchell Gooze and Ralph Mroz and think it should serve as a companion to this book in terms of truly identifying how marketing and sales can successfully work together and in terms of lean process, keeping the global competitive edge way beyond metrics.Value Acceleration: The Secrets to Building an Unbeatable Competitive Advantage

It's still early to rate as I just got the book, but it's definitely valuable.

Obviously, it is highly desirable to measure what matters and that is especially true of marketing initiatives. Here's the challenge which many (most?) readers will face after they finish reading this volume: Which metrics are the most appropriate for their specific organization? Co-authors Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, and David J. Reibstein offer 50+ and in an ideal business world, every executive can - and will - master all of them. That is possible but highly unlikely. Fortunately, the authors offer a wealth of information and observations that can guide and inform the selection of those metrics that will enable executives to "gather and analyze basic market data, measure the core factors that drive their business models, analyze the profitability of individual customer accounts, and optimize resource allocation among increasingly fragmented media.

To the authors' substantial credit, they make effective use of a number of reader-friendly devices which enliven what would be an otherwise dull textbook and they do without compromising the integrity of research-driven insights which so many books on marketing lack. These devices include definitions, formulas, and brief descriptions of various metrics. They also include within individual chapters several sections, such as "Construction" (e.g. metrics issues concerning their formulation, application, interpretation, and strategic ramifications), "Data Sources, "Complications, and Cautions" (i.e. an analysis of the limitations of the metrics under consideration, and their potential inadequacies once executed), and "Related Metrics and Concepts" (briefly surveyed). This is by no means an "easy read" but will generously reward those who absorb and digest its material with appropriate rigor.

Although I believe this volume can be of substantial value to executives in almost all organizations (regardless of size or nature), I think it will be of greatest benefit to those - probably in larger companies -- who have an urgent need for accurate and consistent measurement of, for example, the dynamics behind their market share; the profitability of producing, pricing, selling, distributing, and servicing what they offer; and the ROI of marketing initiatives within the framework of enterprise financial metrics.

Those who share my high regard for this volume are urged to check out Enterprise Architecture As Strategy: Creating a Foundation for Business Execution by Jeanne W. Ross, Peter Weill, and David Robertson as well as Ram Charan's Know-How: The 8 Skills That Separate People Who Perform from Those Who Don't, Lynda Gratton's Hot Spots: Why Some Teams, Workplaces, and Organizations Buzz with Energy - And Others Don't, Robert J. Herbold's Seduced by Success: How the Best Companies Survive the 9 Traps of Winning, Jack Alexander's Performance Dashboards and Analysis for Value Creation, and Michael Useem's The Go Point: When It's Time to Decide--Knowing What to Do and When to Do It.

The marketing people fails almost all the time, trying to meet the expectations or demands of the financial officers. Today you can not make marketing based in feelings or genialities, this book really helps to fill the gap between the good ideas and the hard facts needed by the high direction.

This is an excellent explanation of marketing metrics, how to use them, and the strengths and weaknesses of various ones. It is written for the non-technical reader who wants to really understand the effect of their marketing efforts. The focus is not primarily on the technical aspects of getting the information (although this is provided) as it is the correct interpretation of it.

As a result of obtaining and evaluating these metrics you can judge the success of a marketing program and quantify the results. Some of the subject areas covered include customer perception, competitive analysis, product strategy, brand equity, customer profitability, sales force organization and compensation, price sensitivity, promotions, rebates, trade allowances, advertising media and customer response.

For every metric the authors indicate the name, method of construction, special considerations, and purpose. They also define the individual components used to construct the metric and provide examples. For some of the metrics you will need additional data and the authors provide information on appropriate data sources. They also include information on potential complications and cautions when constructing or using the metrics as appropriate. Marketing Metrics: 50+ Metrics Every Executive Should Master provides extensive information written in a clear and understandable way and is highly recommended.

This is not a book to read in a old fashion way. This is research material.

There is a lot of important information and concepts in it to be lost if readed as a regular book. Teachers, students and marketing professionals should use them to imporve their work. Looking for some concept and performance measure.

In a world that performance is the key for every thing, this book will help to develop the right group of indicators to measure your business or academic research.

I always keep mine close.

After 18 years in corporate marketing and management, I am now teaching at the university level. I saw this book and immediately ordered it as it is like Joy of Cooking for business people. It has every metric you would need, but it gives examples and does not extend the explanation to boredom. Short, sweet, to the point! If you find yourself out of practice, this book gives you a great refresh!

After 18 years in corporate marketing and management, I am now teaching at the university level. I saw this book and immediately ordered it as it is like Joy of Cooking for business people. It has every metric you would need, but it gives examples and does not extend the explanation to boredom. Short, sweet, to the point! If you find yourself out of practice, this book gives you a great refresh!

A vade mecum is a handbook intended to provide ready reference. This is it. Its perfect, clear, well organized, easy to read, easy to find what you're looking for. I'm in the marketing industry and it's perfect. It's a 'must read for my team members and also a must have for any marketing decision maker.

A vade mecum is a handbook intended to provide ready reference. This is it. Its perfect, clear, well organized, eay to read, easy to find what you're looking for. I'm in the marketing industry and it's perfect. It's a 'must read for my team memebers.

An excellent book with a small error on P. 191.
Direct Product Profitability ($)= Gross margin ($) + Direct product costs ($). Here, the "+" should be "-".

The text is wel organised, with easy to understand examples for each metric. It is very much centered on the off-line side of the business (only one Chapter focsued on Advertising Media and Web Metrics). Preferably in the next edition, the authors should concentrate more on providing more integrated examples of online to offline metrics from online & mobile industry. Otherwise an excelent book which should be used (at least as reference material) by any serious marketer.

this is very important book. every marketer must read and learn it very well.....

This no-nonsense book is a must have for anyone connected with marketing and makes an excellent reference guide on marketing metrics.

I found it useful while planning for metrics in a specific business situation. If I were to make a suggestion, a little casebook that illustrates how multiple metrics work in tandem would make a great companion to this book.

The people who really started measuring marketing are the mail order folk. You run an ad or you mail out a few thousand catalogs and you can almost immediately measure the return on your investment. Then when computers became common place, they began to measure not only the immediate return but the acquisition cost vs. the lifetime value of a customer. That is, you may not have gotten as many customers from Ad B, but they bought more stuff down through the next months or years than the customers from Ad A.

Now with every more sophisticated computerized techniques and with advanced data collection techniques the authors of this book have defined a bunch of measurements that can provide invaluable information to management when properly understood.

In today's era where the CEO tends to be a finance man, he may well be insisting on seeing such metrics. This book is an excellent introduction into providing the answers he is seeking.

Keep in mind though that measurements of what has happened, or even of what is happening now may well not be a good indication of the future. The automobile companies had good metrics about what people were buying, even about what they wanted. Then all of a sudden $3 a gallon gasoline immediately changed the rules of the game, and huge incentives were necessary to get rid of the inventory. The companies themselves are in truble. It reminds me of the time when McNamara wanted a small car and Ford produced the Falcon. Iacocca then used basically the same platform and came out with the Mustang. You can only use metrics, be they marketing, financial or whatever so far.

Personally, I love these kinds of handbooks. Having a ready resource for these dozens of metrics can help any executive understand their business and think about ways to compete in the marketplace in new ways. Too often marketing is thought of in terms of advertising and sales, but it is so much more than that. Marketing is everything your company does or needs to do to choosing a marketplace, the products to compete with, how to promote and sell them, and how to better understand your market, your competition, and how it is changing over time.

This excellent book has eleven chapters. The first provides an introduction to the book, its layout and purpose. The last chapter takes you through what the authors call the marketing x-ray. It explains the practical aspects of the ratios provided and how they can reveal things about apparently healthy companies that can help you make changes before it is too late, just as an x-ray can alert you to a health problem before things become dire.

The other nine chapters take the reader through various business ratios for measuring your share of the hears, minds, and markets of your customers, margins and profits, product and portfolio management, customer profitability, sales force and channel management, pricing strategy, promotion, advertising media and web metrics, and marketing and finance.

What is good about working through these metrics is that you will be asking yourself questions that you need to ask. Even if the metric doesn't apply to your specific situation, finding out that it doesn't will help you think more clearly about your situation. You may find that some of them will help you think through things that are important to your business with a new perspective. Some of the data for the metrics is hard to come by, and thinking that through will help you think about your business in a more focused way because your assumptions will have to be more explicitly made rather than the kind of vague impressions we too often let suffice for thinking about our business.

This book is an excellent resource and all executives responsible for the way their business competes in the marketplace should have this book. I believe there are also seminars being offered that teach the metrics on this book. While I have no idea of their quality, they do sound interesting for the right audience.

Reading this book is a little like reading the Kama Sutra. Both books discuss fascinating subjects but readers are given far more information than they are ever likely to use in practice.

Some critical weaknesses. First, there is the number of metrics: there are 114 (and some metrics are divided into sub-metrics, too). Another problem is that while the authors describe a broad range of metrics and scales, they are often less than informative as to how measurement is to be accomplished. They maintain, for example, that brand awareness should be measured on a scale of 1-7; but they give little information on how this notoriously sensitive subject can be quantified accurately. The same is true of metrics such as customer intentions and loyalty.

Finally, does this book really solve the problem of how to measure marketing performance or payback? On the whole, it does not. Nor does it discuss the key decisions that managers must make about marketing, and this lack of decision-orientation is the biggest weakness of the book. Managers need guidance that links with real world decisions.

Much better alternatives are:
- Marketing and the Bottom Line (ISBN: 0273661949)
- Marketing Payback (ISBN: 0273688847)

This one's like the Kama Sutra - lots of ideas, positions, but will you ever do any of them yourself in practice? Fails to answer the key question, how do you link marketing to the bottom line.

Much better alternatives are:
- Marketing and the Bottom Line (ISBN: 0273661949)
- Marketing Payback (ISBN: 0273688847)

This is an essential guide for businesses of all sizes. The authors suggest metrics for many important marketing outcomes that aren't necessarily measured as accurately or as often as they should be. Willingness to recommend, cannibalization rate, out of stock percentage, direct product profitability, cost per customer acquired, return on marketing investment--they're all here, plus dozens of other key metrics.

Not only do the authors explain in clear language exactly what to measure and why these metrics matter, they show how to make each calculation. Buy this and keep it close at hand, especially when you're putting together your marketing plans for next year.

A metric is a form of measurement, which can be used to determine the level of success or failure. However, in anything more complex than the counting of points, it is possible to measure more than one thing and often more than one interpretation is possible. Therefore, when choosing to create and use any type of measuring tool, you not only must select the right one, know how to use it, how much to use it you also must understand how to interpret the results. Embedded in this is also the sometimes even more important adage of knowing when not to use a measuring tool.
Marketing is one of the main pillars of any successful company, yet is often the most difficult one to manage. Determining the cost of a marketing plan is easy, but selecting one that will work and determining how well it worked are both very hard. So hard that many companies really have little idea how well they are doing in these areas.
This book will help you solve all that, as the title suggests, many different ways in which marketing effectiveness can be measured are given. They are split into the following categories:

*) Share of hearts and minds
*) Margins and profits
*) Product and portfolio management
*) Customer profitability
*) Sales force and channel management
*) Pricing strategy
*) Promotion
*) Advertising media and web metrics
*) Marketing and finance
*) The marketing metrics x-ray

This is not a book where the author(s) simply spout theoretical jargon, quantitative terms and formulas are used everywhere. Furthermore, the terms are explained in great detail and in terminology that can be understood by anyone with the intelligence to be in management.
In the modern business world, every department must not only pull their own weight, they also must be able to argue their points and be able to back up their claims with hard data. Marketing is often thought of as an area where the decibel level of the wind is more important than the sounds and the direction. This book will help keep you from being the target of such accusations.

Marketing has historically been the most nebulous of business skills at least compared to the more easily quantifiable metrics around sales and operations. However, current economic conditions make success metrics and measurements necessary in order to understand the impact of marketing on business profitability. That's why this book proves invaluable to not only marketing students but any marketing leader looking to assess the effectiveness of strategies and instill a culture of accountability. This macro-level shift ultimately reinforces marketing within a company's value propositions, but for many executives, it also means drastic changes in current reporting methods that could be met with some resistance.

This collaborative effort by four academics - Paul W. Farris and Phillip E. Pfeifer, both professors from the University of Virginia's Darden School of Business, along with Wharton Professor David J. Reibstein and University of Minnesota Ph.D. marketing student Neil T. Bendle - is an impressive accumulation of research showing how much information is available within a company to develop what they call a "dashboard" of potentially powerful marketing metrics. The concepts are hardly complicated as they can be calculated in a straightforward fashion, and of greater importance, the co-authors have specifically applied real-life examples to make each metric feel more tangible to the reader. Moreover, the co-authors understand how marketing is being audited to a far greater degree these days as a means toward predicting and influencing the mix of investments necessary to make business forecasts.

Fluency in such metrics will be essential, and future marketing leaders will not succeed without them. Toward that end, a wide range of measurements is covered here encompassing traditional marketing activities such as promotional strategy, advertising, and distribution. The co-authors then broaden their perspective to quantify customer perceptions, market share and assessing the success of the competition. Marketing metrics are subsequently coalesced with accepted financial measurements such as margins and profits, customer profitability and pricing strategies. Knowing the pros and cons of each metric, especially how and when to apply it, is critical. The book includes a comprehensive discussion of timing and tradeoffs for maximum effectiveness. Even further, in the most valuable section of the book, they demonstrate how to use marketing metrics as a means toward identifying new marketing opportunities. This is an essential resource for any marketing leader, current or aspiring.

Millions, perhaps even billions, of dollars are at stake. Yet, one often suspects, executives are basing decisions without a fundamental understanding of the metrics and what they truly measure. Creatives create campaigns to drive sales; yet, do not want to be held accountable for results. Board members lack the foundation to evaluate such large expenditures.

With 50+ Metrics Every Executive Should Master, Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer and David J. Reibstein describe the sources, strengths and weaknesses of a vista of marketing metrics. Their explanations guide the reader on how to harness data for insight. Having this insight, the authors, take these insights and explain how to act on them.

The authors establish the core concepts and then build the reader's sophistication. They cluster their metrics in ways that help the reader to recognize patterns of reinforcement and interdependence. They address the range of marketing issues. Customer perceptions, market share, margins and profits, product and portfolio Management, customer profitability, sales force and channel management, pricing strategy, promotion, advertising and web metrics, marketing and finance and leading indicators are addressed in a thoughtful and thorough fashion.

Topics are covered from a big company perspective. Yet the concepts in the book can also be applied to small companies concerned with spending marketing dollars effectively.

This is a much needed work. I can think of a dozen Product Managers, VP's of Marketing and almost every Ad Executive I've ever met who could benefit from a good read.....followed by a compulsory written assessment of their understanding. There's no longer any excuse for not being able to measure the effectiveness of a Marketing Effort. The days of being long on creative and budget requests and short on accountability are over. This book takes the adage, "If you can't measure it, don't do it" and provides the formulas, understanding and examples to make measurement a reality. The section on web metrics demystifies this complex and evolving channel.
Those who will benefit the most from this book are young Product Managers, Ad Execs and Sales Managers - those directly accountable for "delivering the numbers" on a brand or portfolio. Just having all (despite the title there are 114 metrics identified) the formulas - with their definitions - in one clearly organized place, is a gift and tool of great worth. Marketing Metrics is sure to become both a best seller and a fixture on the desks of top marketers. I wish it had been published twenty years ago.

For all those financially inclined, this is the first resource for marketing that I have come across that shows in a simple and easy-to-use (and implement) manner how marketing investments and activities can be measured, tracked and controlled. It is fiction that marketing is purely "airy-fairy" and this book shows why; it demonstrates that much of the marketing process is quantifiable to facilitate better management decision-making. The book, in very simple steps, shows all the metrics one would need at every stage of the marketing process - from strategy to measuring return on marketing investments. Think of it as a six-sigma guidebook to effectively manage all aspects of the marketing function. In particular, its coverage of product/customer profitability and marketing finance shows how the marketing function ought to be at the center of general management.

As a marketing executive for 25 years, I was always faced with the question - well, did the marketing program yield results? This book is the most comprehensive resource to help any marketing executive answer that question. It covers every metric that one would ever need to use. Each metric is clearly defined, how it is calculated, a detailed example is presented and cautions on using each metric are discussed. I only wish I had this book long ago then I would not have had to invent metrics along the way. This book is an immense contribution to marketing, an invaluable reference resource.

In marketing there is a lot of guesswork and fragmented information floating around. This flotsam is often the basis of some seriously expensive and risky marketing decisions - and may explain the high failure rate of these decisions.

Here, the authors - who share a peerless level of authority and experience - boil things down to the 50 need to know metrics that should underpin marketing management (and great market research.)

They clearly help the reader to set up a dashboard of the things that enable us to make informed, soundly-based decisions across all areas of marketing. None of these measures are particularly hard - and they've designed them to be easily calculated: what guru Tom Peters used to call "back of the envelope" measures.

I give this five stars - though I would add that marketing still contains an element of luck and magic that can't be covered by even these metrics. But I wish this volume had been around years earlier: it is terrific value.

As the former chief marketing officer of a major engineering services firm (0ver 3,000 employees), I wish I could have had the benefit of having read Marketing Metrics -- first.

My strategic marketing group was more anecdotal than strategic. While they did the best that they could with the resources they had, anecdotal data is just that.

The principles found in Chapter 5, "Customer Profitability," could have enabled the strategic marketing group to more accurately measure our effectiveness in delivering value-added services to our many customers. Other sections of the book, particularly Chapter 6, could have had equal applicability in other facets of our analytical work.

With the material found in this book, our strategic future in a fast changing marketplace could have been plotted with far greater discipline.

The book would have made my strategic marketing group truly strategic.

In conclusion, I believe that the detailed, yet easy to read, Marketing Metrics is as applicable (and necessary) in a service industry as it is in a product environment.