Site Map

This Site Map will help you locate topics of interest to you. If you have any suggestions for improving the ease-of-use or efficiency of this web site, or if you want to suggest additional topics to be covered, I would be delighted to hear from you. Please use the Contact Form. Thanks in advance for your ideas and comments.

Primer (Introduction to Marketing Metrics)

Marketing Metrics Primer 
Marketing Metrics Process 
Defining Your Potential Results 
Assessing Your Potential Results 
Assessing Other Sales Opportunities 
Assessing In Special Situations 
Tracking Results Forward 
Tracking Results Backward 
Tracking in Special Situations 
Optimizing Your Marketing Program

Measuring What You Did (Advertising) 

Advertising Metrics 
Reach 
Frequency 
Gross Rating Points (GRPs) 
Target Rating Points (TRPs) 
Impressions 
Cost per Thousand (CPM) 
Cost per Point (CPP) 
Types of Advertising 

Measuring What You Did (Public Relations) 

PR Metrics 
Clip Counting 
Media Impressions 
Accuracy of Coverage 
Content Analysis 
Advertising Value Equivalency 

Measuring What Your Audience Thought

Measuring What They Thought 
Burke Test 
Starch Tests 
Eye Movements 
Message Testing 
Editorial Survey 

Measuring What Your Audience Did 

Measuring What They Did 
Readership Survey 
Public Survey 
Tracking Backward 
Tracking Forward 
Tracking Codes 
Track Press Releases 
Track Creatively 
Split Testing and Rotation 
Isolation 

Profitability (ROI)

How to Figure ROI 
Navigational Metrics 
Evaluative Metrics 
Share the Credit 

Marketing Metrics Implementation

Marketing Metrics Implementation 
Marketing Metrics Implementation Example 
Marketing Metrics Implementation Advice 
Be Reasonable 
Attitudes 
Metrics and CEOs 
List of Metrics and Tools

Barriers to Accuracy 

Four Barriers 
Faulty Memory 
Repression 
Nonresponse Bias 
Dishonest Answers 
Unisex Bathrooms 

Boosting Your Career 

Three Ways to Boost Your Career 
Boost 1 
Boost 2 
Boost 3 
Don't Wait Too Long 

Blind Spots

"Blind Spots" is a guide to overcoming counter-productive attitudes that can prevent you from measuring your ROI. All the examples in this guide are anonymous, but they are real-life marketing people whom I met while I was consulting on marketing metrics. 

Marketing Metrics Blind Spots 
Marketing Metrics Defeatism 
Marketing Metrics Perfectionism 
Marketing Metrics Traditionalism 

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