title: Measuring Marketing: 103 Key Metrics Every Marketer Needs
author:  John Davis 
description: Marketing directors and CEOs who wish to make their marketing expenditures accountable face a bewildering array of potential measures, the definition of which is not always clear, leave alone their relevance. In Measuring Marketing: 103 Key Metrics, John Davis provides CEOs and marketers with an easy way to know just how each measurement is defined and the context in which it can be used. I am sure that it will make an invaluable reference in the designing and assessing of marketing information systems. <br /> <b>John Roberts</b>,<br /> <i>Professor of Marketing, London Business School, Scientia Professor,<br /> The Australian Graduate School of Management.</i>
zlib_text: Praise for Marketing Metrics
  “Measurement is critical to the health of any business, and Marketing Metrics highlights
  key tools and techniques across many measurement landscapes—from the consumer, to
  the sales force, to the ever-changing media environment. It’s a ‘must-read’ for any busi-
  ness leader who wants to optimize the way they measure business activities and results
  in order to grow their business.”
  —Kimberley B. Dedeker, Vice President, Global Consumer & Market Knowledge,
  Procter & Gamble
  “Why read Marketing Metrics? Because better metrics lead to better decisions, which
  lead to better outcomes. This book does a superb job of helping marketers, and all exec-
  utives, understand which metrics to use and how to use them.”
  —Erv Shames, former CEO, Kraft Foods
  “Why was this book not written earlier? Marketing Metrics presents an excellent com-
  pendium of the metrics you really need to know, along with a structural framework that
  ties them together and helps you steer your business 