Nuts & Bolts - Book Club: Which Metrics Are Right for You?
“What value do we get for the money we spend on marketing?” is the often dreaded question senior executives and chief financial officers ask their marketing departments. In this economy, improved marketing performance measurement is a top goal. In an effort to help marketing departments successfully answer the aforementioned question and then some, David M. Raab—a principal at Raab Associates, a consulting firm specializing in marketing technology and analysis—wrote his latest book, “The Marketing Performance Measurement Toolkit.”
Raab writes, “It’s easy to build lists of metrics. The challenge is picking the right ones for your business.”
From its introduction to its index, Raab’s book follows the format of his consulting engagements, walking readers through how to build a marketing performance measurement system from the initial project to deployment.
Raab also devotes more than 50 pages of the book’s appendix to sample metrics, ranging from corporate metrics (financial, brand, product, etc.) to channel metrics (brand advertising, direct marketing, Internet, etc.), allowing marketers to pick and choose the most relevant measurements for their particular projects.
As an added bonus, the worksheets from the book are available online at http://raabassociatesinc.com/mpm-toolkit. Instead of marking up the book or wasting time trying to make decent copies of the pages, marketers can download whatever worksheets they need and easily share them with colleagues.
Clearly and concisely written, “The Marketing Performance Measurement Toolkit” lives up to its name. Just as you would go to the garage to get your hammer out of your toolkit, marketers will pick up Raab’s book to determine the specific metrics they need to ensure successful projects.