Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein ISBN 9780137058297
Five out of five stars
All metrics, all the time is the best way to describe this book. Unlike some business books that wave their hands over the inclusion of formulas, this one contains a large number of equations. It seems unlikely that there is a formula that could be used to measure marketing performance that is not in this book.
For each one, there is the purpose of the formula, where it can be applied with confidence, circumstances where it is of questionable value, the explanation of the data inputs and one or more example computations with an explanation of what the computed value means. The level of mathematics is basically that of fundamental algebra, so it is accessible to nearly all that have had high school or college algebra.
It has been stated by many that if you can measure it, you can know it. Furthermore, if you cannot quantify something, there will always be a fundamental lack of understanding. After reading this book with understanding, if you cannot measure your marketing performance, the only conclusion is that you are not doing marketing.