Marketing Metrics

ARC: Teaching: Materials: Marketing Metrics

Feel free to send additions to arc@ama.org.

Materials that could be used in a course on marketing metrics.

Articles:

Special section of the Journal of Marketing, 68(4), On Linking Marketing to Financial Performance and Firm Value.
Andrew S.C. Ehrenberg, Mark D. Uncles and Gerald J. Goodhardt (2004), "Understanding Brand Performance Measures: Using Dirichlet Benchmarks," Journal of Business Research, 57 (12), 1307-1325.
Bauer, H. H. and M. Hammerschmidt (2005), "Customer-Based Corporate Valuation? Integrating the Concepts of Customer Equity and Shareholder Value," Management Decision, 43 (3), 331-348 [Full Text].
Lages, Luis Filipe, Carmen Lages & Cristiana Raquel Lages (2005), "Bringing export performance metrics into annual reports: The APEV scale and the PERFEX scorecard," Journal of International Marketing, 13 (3).
Morgan, Neil A., Bruce H. Clark, and Rich Gooner (2002), "Marketing Productivity, Marketing Audits, and Systems for Marketing Performance Assessment: Integrating Multiple Perspectives," Journal of Business Research, 55, 363-75.
Staat, M. and M. Hammerschmidt (2005), "Product Performance Evaluation - A Super-Efficiency Model," International Journal of Business Performance Management, 7 (3), 304-319 [Full Text].
Staat, M., H. H. Bauer and M. Hammerschmidt (2002), "Structuring Product-Markets: An Approach Based on Customer Value," Marketing Theory and Applications, 13 (1), 205-212.

Books:

Ambler, Tim (2000), Marketing and Bottom Line, Second Edition, Financial Times Pearson.
Thomas V. Bonoma, Bruce H. Clark (1998), Marketing Performance Assessment, Harvard Business School Press.
Clyde H. Coombs (1964), A Theory of Data, New York: Wiley. The text provides the groundwork for the idea of metrics and scales and covers many of the specific measures used in marketing.
Davis, John (2006), Measuring Marketing: 103 Key Metrics Every Marketer Needs, Wiley, ISBN 978-0470821329 [Amazon]
Farris, Paul W., Neil T. Bendle, Phillip E. Pfeifer and David J. Reibstein (2006), Marketing Metrics 50+ Metrics Every Executive Should Master, Wharton School Publishing [Publisher's Site]
Few, Stephen (2004), Show Me the Numbers: Designing Tables and Graphs to Enlighten, Analytics Press, ISBN:0970601999 [Google Books]
James D. Lenskold (2003), Marketing ROI, McGraw-Hill (aimed at practitioners).
Gary L. L. Lilien and Arvind Rangaswamy (2003), Marketing Engineering: Computer-Assisted Marketing Analysis and Planning, Pearson Education. ISBN: 0130355496. Web site - http://www.mktgeng.com/. A course using the above book developed by Dr. Cam Rungie can be seen at http://www.unisanet.unisa.edu.au/Courses/course.asp?Course=013608
Vithala Rao and Joel Steckel (1998), Analysis for Strategic Marketing, Prentice Hall, ISBN: 0-3210-0198-2.
Robert Shaw, David Merrick (2005), Marketing Payback, Financial Times/Prentice Hall Books.

Cases:

Darden: Search on the keyword Conjoint
Duke Terradata Center: Customer Churn - Cell2Cell
Duke Terradata Center: Customer Lifetime Value - Tuscan Lifestyles
European Case Clearinghouse: Heineken Buckler is a primer on basic brand management metrics.
Harvard: L'Oreal Bringing Class to Mass
Harvard: Virgin Mobile USA
Harvard: Black & Decker
Harvard: Pilgrim Bank - Customer profitability
Harvard: Hilton Honors - Customer Loyalty
Harvard: Nortel Networks - Customer Satisfaction

Partial List of Metrics:

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