The Experts Praise

The Marketing Performance
Measurement Toolkit

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.

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.

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.

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.

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.

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.

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.

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.

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.