Book Site: Marketing Value Metrics
"Marketing Value Metrics: A New Metrics Model to Measure Marketing Effectiveness" is an update to "Marketing Accountability" where the author introduces a new perspective on marketing accountability. McDonald guides readers through a systematic metrics-based framework emphasizing where marketing contributes to shareholder value.
Key steps in the framework and modeling processes are detailed. This includes adding metrics for social media and a discussion on techniques of correctly measuring the impact of a multi-channel approach of marketing. Being able to correctly measure how resource allocations translate into performance consequences then into financial effects will help decide which approaches produce the best yield.
Twitter ID: @DrMalcolmOxford