The Manager’s Guide to Measuring Marketing Performance
Neil Bendle, Paul Farris, Phillip Pfeifer, David Reibstein
Marketing Metrics is an award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today’s best practices for assessing everything from brand equity to social media, email performance, and rich media interaction.
This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardisation in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover.
Review
In modern businesses where data drives decisions, Marketing Metrics is the compass every revenue-focused professional needs. This book transformed how I quantify and communicate marketing’s impact on pipeline growth – moving beyond vanity metrics to the KPIs that truly matter to marketers, buyers and CFOs alike.
The authors’ “customer lifetime value vs. acquisition cost” framework became our secret weapon. One client was fixated on lead volume until we proved their 50% conversion rate on high-CLV accounts justified doubling bids in that segment. Their “marketing ROI” formulas also helped us rebrand our services from “cost” to “investment,” showing how a 12% MROI in Q1 would compound to 68% by year-end.
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