areas: methods: materials

ARContribution by Andrew Abela, Tim Ambler, Tom Gruen, Maik Hammerschmidt,  Robb Kopp, Walfried Lassar, Bryan Lilly, Larry Lockshin, Bruce McWilliams, C. Michelsen, Judy Rex, Byron Sharp, C. D. Storey and Maria Joseph Xavier

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.
• 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]
• 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:

• AMA: Various Cases - Marketing ROI - AMA Members Only.
• Darden: Notes/exercises on 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:

• customer profitability
• customer life time value
• customer equity
• customer satisfaction
• market share
• marketing efficiency
• wallet share
• relationship duration
• response time (complaints, service etc.)
• corporate image
• lead generation
• lead conversion
• ad effectiveness
• response rate for campaign
• cross sell/upsell
• brand equity
• sales
• trial
• repeat
• hits
• page views 
• conversion ratio
• shareholder value
• ROI