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Marketing Value Metrics

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Nominated for a Small Business Book Award in:

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Author: Malcolm McDonald, Peter Mouncey and Stan Maklan
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.



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