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Leveraging Marketing Metrics contains the thoughts of leading CMOs on driving accountability, supporting business objectives, and interpreting results. It provides an authoritative, insider's perspective on identifying and utilizing key performance indicators to enhance business operations. Featuring articles by marketing executives from some of the top companies in the nation, this book explores the importance of defining clear variables, prioritizing the right metrics, and collecting data with precision and consistency.
Addressing a range of topics from generating employee buy-in to leveraging soft metrics, the authors discuss the more challenging aspects of enforcing accountability and offer their strategies for overcoming obstacles while improving operational excellence.