Marketers consistently list improved measurement as one of their top goals, but remain dissatisfied with their capabilities. The Marketing Performance Measurement Toolkit helps them break through this logjam by providing step-by-step instructions on how to successfully build a marketing performance measurement system that truly meets their needs.

The book starts by asking the basic questions: Why did the project begin? What are its goals? How will you know when they've been met? It then moves on to show how you find the answers, with detailed lists of information to gather about the business situation, company goals, available resources, and external pressures. Beyond the questions themselves, author David Raab tells you what answers to listen for, and uses his decades of consulting experience to explain what each answer may imply about the best way to move forward.

Next, the focus shifts to the specifics of marketing performance measurement. The book shows how to use the "Balanced Scorecard" approach to define your business strategy and how to align marketing plans and measurements with that strategy. This ensures your system measures the right things in the right ways. Following chapters dig still deeper into the workings of marketing measurement techniques, describing the types of measures available and giving clear, practical explanations of advanced analytic methods such as marketing mix models, multivariate testing and brand value studies. The book then walks you through the process of selecting the metrics for your own project, aided at each step by worksheets and scorecards to organize your thoughts and find the best ways to proceed.

Final chapters turn to deployment issues, including explanations of key system technologies and advice on vendor selection, project implementation, and ongoing enhancements. The book concludes with a comprehensive Appendix listing hundreds of metrics for specific applications and an exhaustive Index for reference.

Throughout the book, the author provides handy worksheets to summarize your findings, highlight the most significant results, and customize the concepts and measurement tools in this book to fit your company's particular needs.

In short, The Marketing Performance Measurement Toolkit provides everything you need to manage your marketing measurement project from the initial idea to its final success.

Chapter

1. Setting Project Goals
2. Defining Project Scope
3. Understanding the Business
4. External Information
5. Defining Your Business Strategy
6. Aligning Marketing Plans with Strategy
7. Types of Metrics
8. Advanced Analytics
9. Selecting Your Metrics
10. Technology
11. Vendor Selection Process
12. Implementation
13. Final Thoughts


Appendix: Sample Metrics

Index

No one in marketing today is unaware of the need to measure marketing's ROI. Unfortunately, few know how to do, and fewer still actually go through the process. The reason is that most don't know where to start. This new workby veteran Dave Raab takes away the excuses and makes it easy for corporations, agencies and consultants. It is a roadmap everyone can use to measure marketing's substantial contributions to their companies sales and profits. I love the worksheets which accompany every chapter. I appreciated chapter 7 "Types of Metrics", but I reread Chapter 8 Advanced Analytics several times. Having been a VP at a direct marketing agency (Kern Direct) I wish all of my clients would have had this book to read. If you want to be marketing super-star, this has to be on your reading list.

James W. Obermayer
Executive Director
Sales Lead Management Association
President
Sales Leakage Consulting, Inc.
Author of Managing Sales Leads

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David Raab has written a comprehensive guide to creating a marketing measurement program. For any company wanting to be more accountable in its marketing, this book wades through an overwhelming landscape of analytics, tools, and technologies to provide marketers with best practices and a meticulous step-by-step approach to success. It's the perfect antidote to ineffective marketing.

Doug Brooks
Senior Vice President
Marketing Management Analytics (MMA)

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There is no one in the direct marketing industry who knows more about marketing metrics than David Raab. I was delighted to see his Toolkit. In this book David puts thirty years of experience into a really useful guide for modern marketers. If you are a marketing professional, you need this book to be up to date on how to measure your marketing success so that you can get better, and better, and better.

Arthur Middleton Hughes
Vice President
The Database Marketing Institute
Author of Successful E-Mail Marketing Strategies

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A great book for companies that need to get started with marketing metrics and measurements. Raab gets readers familiar with the process from defining goals to understanding options, and then provides a very practical checklist so a project team can easily map out their course of action.

Jim Lenskold
Lenskold Group
Author of Innovating the Path to Marketing Profitability

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Senior marketers tell the ANA that marketing accountability is one of the top issues keeping them up at night. This primer about measuring marketing performance and justifying their marketing investment should help them sleep better.

Barbara Bacci Mirque
Executive Vice President
ANA (Association of National Advertisers)

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It's essential for all marketing professionals to hone their measurement skills and any tools to help with the journey are invaluable. David's book serves up an extensive number of useful worksheets and scorecards a marketer can use to help frame their measurement efforts.

Laura Patterson
President
VisionEdge Marketing
Author of Metrics in Action: Creating a Performance Driven Marketing Organization

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David Raab's Marketing Performance Measurement Toolkit is far more than the odd job collection of tools you might pick up at the marketing DIY store. As more and more marketers have discovered the need for and value of metrics, Raab's book makes a clear and readable major contribution to both defining and providing the metrics that are wanted and needed leading up to more rational and effective marketing. It belongs as a reference on the desk of every marketing manager.

Peter J Rosenwald
Senior Consultant
Consult Partners
Author of Accountable Marketing: The Economics of Data-Driven Marketing

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The Marketing Performance Measurement Toolbook is an important handbook for anyone who wants to measure marketing effectiveness (or consult to those who do), but doesn't have years to learn how and isn't already steeped in its jargon. The book is organized to be an efficient reading experience, and the wisdom and practicality of David's deep domain experience come through immediately. I found the ROI discussion in the chapter on Analytics to be a particularly fresh discussion of an often dry topic.

Kim Stanick
Vice President, Marketing
PAR/ACCEL

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This is the most thorough and complete book to date on bringing data-driven metrics to corporate marketing. More how-to and practical than the management fad books, this book simply tells it like it is, tells you what you need to understand, and what you need to measure. Not too basic, not too theoretical. It gives experienced people useful ideas they can use- not an easy thing to do! Thorough and practical, with what you need to know, not just a bunch of cute new terms for old common-sense ideas.

Alan Weber
Data to Strategy Group, LLC
Author of Data-Driven Business Models