Now updated with new techniques and even more practical insights, Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition is the definitive guide to today’s most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, using models and dashboards to translate numbers into real management insight.

This edition includes important new coverage of intangible assets, a rigorous discussion on quantifying the value of information, more detail on measuring brand equity, and a complete separate chapter on web, SEM, mobile, and “digital” metrics. Practical linkages to Excel are provided, showing how to use functions and Excel Solver to analyze marketing metrics. The book also features an up-to-date survey of free metrics available from Google and elsewhere, expanded coverage of methodologies for quantifying marketing ROI, and guidance on using marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and “triangulate” to optimal solutions.

You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces, channels, and more.