Measuring Marketing: 103 Key
Metrics Every Marketer Needs by
John Davis
Excellent Read And Very Useful List Of Metrics
Marketing is now being asked to be measurably accountable for not only
the top-line of their income statement, but also for the bottom-line as well.
Theyre being asked to account for the total marketing program in addition
to its component product programs, its advertising, sales promotion, sales
and distribution, and pricing programs. This is the first book that addresses
the clamor and demand from marketing’s many stakeholders to be
accountable for its strategies and activities.
Personal Review: Measuring Marketing: 103 Key Metrics Every
Marketer Needs by John Davis
Everywhere you look these days, professional communicators seem to be
talking about measurement. From marketing and PR to advertising
specifically, the question of how we measure a range of marketing and

communication activities--the question of how we the right numbers and
make decisions--seems to be perplexing companies around the globe.
Perhaps part of the reason measurement is such a challenging problem is
that subject is not inherently interesting. Who wants to sit down and
actually read a book about marketing metrics? Measuring Marketing: 103
Key Measures Every Marketer Needs is a book that, in my opinion, does a
great job of addressing both problems. The book succinctly explains what
each metric is, why the metric is important, and how that metric impacts
decision making. In addition to helping us better understand
measurement, the book is very well written and in plain English. This was
actually enjoyable reading.
The book uses a clear three-part structure for each metric. Each metric is
defined, we are then told the importance of each metric, and finally how
the metric should impact our decision making. Consequently, the book is
as much a reference manual as it is a marketing trade book. I began by
reading the book in a cover-to-cover style (as I would any other book), but
quickly found myself jumping throughout the book as some measures
proved more applicable to my concerns.
My sense is that virtually any company can benefit from this book. The
description of each metric is concise, the importance of each metric is
clearly explained, and topically the book moves through a wide range of
measures which look at revenue, cot per unit, market share, segment and
customer profitability, price, share of voice, direct mail profit, cost per click,
recall, inventory turnover, retail close ratio, sales force turnover rate,
break-even sales volume, and even team selling compensation to name
just a few. The range of metrics is amazingly comprehensive.
It is difficult to imagine how a marketing team could look through this book
and not come up with a small set of metrics delivering the necessary
information for assessing their work. Granted, the book does not go into
depth regarding some of the more leading edge issues such as social
media (for example, how would you measure the value of Nokia's N90
blog?). Another critique might be that he book looks only at traditional
marketing measures and could be slightly less useful if a company is
taking a more integrated marketing communication approach. That said,
the book gives me so many measures that I remain convinced that almost
anybody can improve their measurement by turning to this book.
I am very glad I took the time to read this text.
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