Metrike marketinga

The authors show us how to use marketing dashboards for the purpose of insight into market dynamics from different points of view, with maximum accuracy, and "triangulation" of data and information, in order to obtain optimal solutions. You'll discover high-value metrics for almost every aspect of marketing: promotional strategy, advertising, and distribution; customer perception, market share; strength of competitors; margin and pricing; products and portfolios; profitability of business with clients; sales staff and channels; and much more. This award-winning book will show you how to apply the right metrics to all your marketing investments, how to get precise answers and use them to systematically improve your ROI. You'll find practical, up-to-date techniques for measuring everything from brand equity to social media, marketing share and web engagement. For each metric, the authors offer pros and cons, and the trade-offs between the various options – helping you understand what the numbers really mean. You'll learn how to design and interpret a marketing dashboard to uncover emerging opportunities and risks, and how to use powerful new modeling techniques to optimize every decision you make. In this second edition, the authors expand their coverage of social marketing, web metrics, and brand equity. They will also provide readers with insights into new systems for organizing marketing metrics into models and dashboards that translate numbers into managerial insight.