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Marketing Metrics
Paperback
Series: Pearson Business Analytics
ISBN13: 9780136717133
Publisher: Pearson
Published: Sep 28 2020
Pages: 512
Weight: 1.70
Height: 1.10 Width: 7.00 Depth: 9.10
Language: English
- Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more
- Apply web, online, social, and mobile metrics more effectively
- Build models to optimize planning and decision-making
- Attribute purchase decisions when multiple channels interact
- Understand the links between search and distribution, and use new online distribution metrics
- Evaluate marketing's impact on a publicly traded firm's financial objectives
Whatever your marketing role, Marketing Metrics will help you choose the right metrics for every task--and capture data that is valid, reliable, and actionable.
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