John A. Davis - Measuring marketing: 103 key metrics every marketer needs

John A. Davis

Measuring Marketing

ISBN 978-1-5015-1576-7

e-ISBN (PDF) 978-1-5015-0730-4

e-ISBN (EPUB) 978-1-5015-0722-9

Library of Congress Cataloging-in-Publication Data

A CIP catalog record for this book has been applied for at the Library of Congress.

Bibliographic information published by the Deutsche Nationalbibliothek

The Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data are available on the Internet at http://dnb.dnb.de.

2018 John A. Davis

Published by Walter de Gruyter Inc., Boston/Berlin

www.degruyter.com

This book is a go-to resource for marketers looking to better measure the effectiveness of their efforts. The depth of information and approaches it provides helps professionals go beyond the usual suspects we use for metrics, and challenges us to explore new methods for determining how well were performing. Even better, many of the techniques shift our view of measurement from being a passive reporting tool to using it to be a more forward-looking tool for change.

Lisa Bodell

CEO, futurethink

Author, Why Simple Wins

There is a quote, attributed to Albert Einstein: "Not everything that can be counted counts, and not everything that counts can be counted." In this book of marketing metrics, John Davis provides a brilliant insight into the metrics that do count in marketing. Each metric is explained succinctly so that marketing managers can understand and apply them to their business in a practical way. In a world of disruptive technology and fast changing consumer preferences, knowing what should be measured and how it should be measured is critical. This book should be compulsory reading for all marketing managers who want to stay ahead of the competition.

Professor Mark Farrell

Head, Graduate School of Business and Law

RMIT University, Australia

Creating sustainable value is crucial for todays companies, and marketing plays a central role in this effort. With so many tools available, from traditional to digital and social media, as well as sophisticated sales organizations and new distribution channels, measuring performance can get quite complicated. John Daviss book, Measuring Marketing , is the perfect solution, offering clear descriptions and examples of how to measure the value contributed by the various marketing investments. Measuring Marketing is an excellent resource that every marketer and CMO should use.

Hari Nair

Group Chief Strategy & Innovation Officer

Sime Darby, Kuala Lumpur Malaysia

John has delivered a comprehensive, end-to-end view of how to measure and create value. His expertise and approach are increasingly critical for any business to remain competitive.

Thomas McCabe

Chief Country Officer, USA

DBS Bank

John Davis is a recognized expert in the field of marketing science. Measuring Marketing combines advances in the academic analysis of quantifying marketing impact together with deep industry insights to ensureapplication to todays marketing organisations and companies.

Steve Leonard

CEO

SGInnovate, Singapore

One variation of a managerial maxim goes that you cant manage what you cant count. John Davis has provided a cartograph of just how to do this. This book sits as comfortably on the aisle of financial analysis books as it does on the aisle of marketing books.

Pakpoom Vallisuta

Chairman of The Quant Group

Board member of The Board of Visitors,

Fuqua School of Business, Duke University

To Barb, Katie, Chris, Bridget, whose inspiration and love is immeasurable.

John A. Davis is Regional Managing Director-Asia for Duke CE, based in Singapore. His career encompasses senior leadership roles in business and academia. His expertise includes: brand/marketing/customer strategy, leadership development, and innovation, and he has worked with clients in a wide range of sectors in designing and delivering custom leadership solutions to help their organizations prepare for growth opportunities and challenges over the next several years.

Prior to joining Duke CE, John was Dean and Professor of Marketing at SP Jain School of Global Management Dubai-Singapore-Sydney, Professor of Marketing and Department Chair at Emerson College; Interim Marketing Department Chair at University of Oregon; and Professor of Marketing Practice and Director for the Centre of Marketing Excellence at Singapore Management University. He received the Best Professor of Marketing by Asias Best B-School Awards, the BAC Teaching Award from University of Oregon, and The Most Inspiring Teacher from Singapore Management University.

As a former Fortune 500 executive, he led marketing teams at Nike, Informix and Transamerica. As an entrepreneur he has started two award winning companies: a boutique hotel firm and a brand strategy consultancy.

Measuring Marketing: The 100+ Essential Metrics Every Marketer Needs (3rd edition) is Johns 10th book. He has also written The Market Oriented University with Dr. Mark Farrell; Sports Marketing: Creating Long-Term Value , with Jessica Zutz Hilbert; Competitive Success ; The Olympic Games Effect (2nd edition); Magic Numbers for Sales Management; Measuring Marketing (2nd edition); and Magic Numbers for Consumer Marketing . His articles have appeared in numerous publications, including: Harvard Business Review online, Dialogue Review , International Advertising Journal , and EFMD Global Focus .

He speaks regularly at global conferences, including TEDx, BrandFinance Global Forum, World Knowledge Forum, and YPOs. He has also been interviewed by global media, including: CNBC, CNA, New York Times , ESPN.

Johns wife Barb and their three children Katie, Chris and Bridget embody all that is good in the world. John and Barb have two dogs, Milo and Ninja, who spend most of their time acting goofy. Ninja likes running at full speed and jumping onto furniture at random times, and Milo watches closely, hoping that Ninja gets in trouble.

Some of you might recall a time when marketing was defined as advertising, slogans and logos from mostly creative professionals, designed to embed memorable imagery and messages into the minds of target audiences in the hope they might be inspired to purchase. In those halcyon days of yesteryear, marketing was viewed by accountants primarily as a cost. When business cycles were down, marketing spending declined as well, reducing the organizations connection to customers precisely when they need it most. This seems remarkably quaint and simple, perhaps even simple-minded, compared to todays hyper-dynamic business world in which marketing is replete with digital and social media, conventional media, and all manner of instantaneous, crowd-based communication tools.

Times have changed and are always changing. Admittedly, thats a Master of the Obvious statement. Marketing has evolved over the years into a vital component of an organizations overall strategy. Indeed, in my work with companies and research on the qualities of top performing organizations, it is clear that marketing is a primary catalyst driving greater value and sustained contribution to long-term success.