January 2012 Book Review
The 15 Metrics Everyone in Marketing Should Know
In a lot of cases metric based books can be cumbersome, extremely academic and challenging to follow. This is not one of them. Mark Jeffery clearly understands the value of creating a framework for application. His book helps remove the mystery from marketing and connects it to metrics any CEO or finance department could appreciate. Jeffery demonstrates the differences between what he calls “leaders and laggards” in marketing. From what I can surmise, it’s primarily establishing a disciplined method for tracking and demonstrating the value marketing brings to the table. The stats on the differences between high performing companies and the latter are staggering.
“low performers invest 4 percent less than the average on marketing overall, and the high performers invest 20 percent more than the average in marketing.”
- Invest in (select) the campaign
- Manage (execute) the campaign
- Capture (measure) the value
- Feedback (adaptive learning)