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Title: What to measure, why, and how--an essential guide
Review: This is an essential guide for businesses of all sizes. The authors suggest metrics for many important marketing outcomes that aren't necessarily measured as accurately or as often as they should be. Willingness to recommend, cannibalization rate, out of stock percentage, direct product profitability, cost per customer acquired, return on marketing investment--they're all here, plus dozens of other key metrics.Not only do the authors explain in clear language exactly what to measure and why these metrics matter, they show how to make each calculation. Buy this and keep it close at hand, especially when you're putting together your marketing plans for next year.
