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Marketing Analysis & Metrics

Do you know the impact of your marketing initiatives on the bottom line? What would a five percent increase in customer satisfaction mean for your income statement? Marketing managers increasingly need to demonstrate the ROI of their programs. Finance executives need to assess the payoffs of marketing investments. A recent McKinsey survey, presented at the Chief Marketing Office Summit at Wharton, found that CEOs expect marketing leaders to cut costs and increase contributions to growth. At the same time, the rise of new channels, such as the Internet and wireless communication, and the increasing importance of word of mouth and sponsorship, make marketing resource allocation decisions much more complex. Both marketing and finance executives are under incredible pressure to make every dollar count.

Rich's Recommended Web Sites

Rich's Recommended Reading List

Marketing Metrics: How to Create Accountable Marketing Plans that Really Work by Philip Kotler, Ned L. Roberto, John Davis

Marketing Metrics: 50+ Metrics Every Executive Should Master by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein

Managing Customers as Investments: The Strategic Value of Customers in the Long Run by Sunil Gupta, Donald Lehmann

Marketing and the Bottom Line by Tim Ambler

Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability by James D. Lenskold

Measuring Marketing: 103 Key Metrics Every Marketer Needs by John Davis

Marketing Payback: Is Your Marketing Profitable? by Robert Shaw & David Merrick

Marketing by the Dashboard Light by Patrick LaPointe

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Have a question about this topic?

Then please just email me your question! If the answer is short & sweet, I will pop you back an answer. If the question requires further research, I will look into it and post the reply on my blog, AskRichBohn.com, to share with others. As always, you can email me at rich@sellmorenow.com !