Table of contents for

The Marketing Performance Measurement Toolkit

by David Raab

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