The 50 Secrets of Trade Show Success: Everything you need to know to succeed at your next trade show, from maximizing lead generation, through choosing the best giveaways to measuring accurate ROI

The Ultimate Marketer’s Guide to Succeeding at Trade Shows

  • Are you sick and tired of getting mediocre results at trade shows?
  • Do you feel your booth looks just like everyone else’s?
  • Could your company be following up better on the leads you worked so hard to collect at the show?

If you answered ‘yes’ to any of these questions, then this book is for you.

Marketing Executives are struggling to justify their trade show budgets, but great results are often hard to achieve and even harder to measure and communicate.

The 50 Secrets of Trade Show Success provides a clear, step-by-step explanation of everything you need to know in order to succeed at your next trade show.

From maximizing lead generation, through choosing the best giveaways, to measuring accurate ROI – it’s all in here and ready to make you a marketing superstar!

Measuring the Digital World: Using Digital Analytics to Drive Better Digital Experiences (FT Press Analytics)

THE DEFINITIVE GUIDE TO NEXTGENERATION DIGITAL MEASUREMENT: INDISPENSABLE INSIGHT FOR BUILDING HIGH-VALUE DIGITAL EXPERIENCES!

  • Helps you capture the knowledge you need to deliver deep personalization at scale
  • Reflects today’s latest insights into digital behavior and consumer psychology
  • For every digital marketer, analyst, and executive who wants to improve performance

To win at digital, you must capture the right data, quickly transform it into the right knowledge,and use them both to deliver deep personalization at scale. Conventional digital metrics simplyaren’t up to the task. Now, Gary Angel shows how to reinvent digital measurement so it delivers allyou need to create richer, more compelling digital experiences.

 

For more than a decade, Angel has helped leading global enterprises succeed at digital. This bookreflects all he’s learned. You’ll find valuable guidance on understanding visitor intent… creatingcustomer taxonomies… digital segmentation… integrating VoC research… and using behavioralanalysis and controlled experiments to investigate what drives customer choice.

 

Angel will help you measure the value of every digital interaction more accurately, identify specificdigital behaviors that predict success, and create a comprehensive measurement paradigm thatintegrates all your digital spaces.

 

With flawed tools and siloed analytics, you’re blind to what’s really happening online. But you don’thave to be. Gary Angel will help you make the invisible visible… actionable… profitable.

 

Most common digital metrics are virtually useless. They measure the wrong things in the wrong ways. They don’t link digital activity to customer attitudes and behaviors. They don’t work well with today’s powerful analytics tools. Above all, they don’t help you improve your performance.

 

This book gives you a better way.

 

Gary Angel, leader of Ernst & Young’s pioneering Digital Analytics practice, presents a comprehensive framework for capturing the right data the right way, so you can comprehend digital behavior at a far deeper level.

 

Angel shows how to transform “raw facts” about digital behavior into meaningful knowledge about your visitors… what they were trying to accomplish…how well you helped them… how you can personalize and optimize their digital experiences from now on… how you can use measurement to provide deep personalization at scale.

 

More rigorous, integrated, and usable than any competitive book, Measuring the Digital World will help you create, deliver, and consume digital information with unprecedented sophistication. Whether you’re a digital analyst, marketer, user experience designer, or executive, you’ll find it indispensable.

 

Why conventional digital metrics are arbitrary and misguided

Refocus on what you need to know, not what you don’t

 

Capture the “why”

Integrate VoC research and behavioral data to build better, richer, more accurate segments

 

Go beyond snapshots: understand your customer’s entire digital experience

Understand how your customers’ views and behaviors evolve over time

 

Segment in three dimensions for a multichannel world

Treat each channel as part of a larger, integrated, sequential journey

 

Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance

Now updated with new techniques and even more practical insights, this is the definitive guide to today’s most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition now contains:

  • Important new coverage of intangible assets
  • A rigorous and practical discussion of quantifying the value of information
  • More detail on measuring brand equity
  • A complete separate chapter on web, SEM, mobile, and “digital” metrics
  • Practical linkages to Excel, showing how to use functions and Excel Solver to analyze marketing metrics
  • An up-to-date survey of free metrics available from Google and elsewhere
  • Expanded coverage of methodologies for quantifying marketing ROI

The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and “triangulate” to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces, channels, and more.

 

For every metric, the authors present real-world pros, cons, and tradeoffs — and help you understand what the numbers really mean. Last but not least, they show you how to build comprehensive models to support planning — and optimize every marketing decision you make.

 

Marketing Metrics, Third Edition will be invaluable to all marketing executives, practitioners, analysts, consultants, and advanced students interested in quantifying marketing performance.

Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance (3rd Edition)

Today’s Definitive Guide to Marketing Metrics

Choosing Them, Implementing Them, Applying Them

  • New quantitative formulas, applications, and analytical techniques
  • Best practices for measuring promos, ads, distribution, perception, market share, pricing, margins, portfolios, channels, dashboards, and more
  • All-new chapter on leveraging today’s rich online, email, and mobile metrics
  • Expert guidance for clarifying what to measure, and testing reliability and validity

Now extensively updated, this award-winning book will help you apply today’s most effective metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.

 

You’ll find practical techniques for measuring everything from brand equity to social media, market share to email performance. For each metric, the authors present real-world pros, cons, and tradeoffs—and help you understand what the numbers really mean. You’ll learn how to design and interpret marketing dashboards to identify emerging opportunities and risks, and use powerful modeling techniques to optimize every decision you make.

 

A brand-new chapter on online metrics brings desperately needed clarity to metrics such as pageviews; rich media display time and interaction rates; clickthrough rates; cost-per-click, order, and customer acquired; visits, abandonments, and bounce rates; friends, followers, supporters, and even “likes.” This Third Edition adds important new coverage of topics ranging from brand valuation to neuromarketing, as well as crucial insights for selecting the right metrics, and making sure you can trust your data.

 

www.management-by-the-numbers.com

 

Marketing Metrics, Third Edition, is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge.

 

The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and “triangulate” to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more.

 

This edition adds a rigorous and comprehensive discussion of the latest web, online, social, and email metrics, helping you navigate today’s many new metrics to gain usable and trustworthy information. The authors have added new insights into measuring marketing ROI and brand equity, as well as practical advice for managing complex issues such as advertising elasticity and “double jeopardy.” You’ll also find updated and expanded discussions of prioritizing the right metrics for your business, and ensuring the information you capture is valid, reliable, and actionable.

 

Choose the right metric for every marketing challenge

Understand the full spectrum of marketing metrics: pros, cons, nuances, and application

 

Gain a deep and thorough understanding of Marketing ROI (MROI)

Quantify how your marketing spending actually contributes to profits

 

Understand and apply web/online metrics far more effectively

Get actionable knowledge from new web, rich media, and social metrics—including Google Analytics

 

Measure what matters, and measure it reliably

Choose the right metrics, and ensure accurate, valid data for decision-making

 

 

Testing, Measuring, and Optimizing Your Mobile Marketing Page

There are a multitude of ways that you can create marketing messages and marketing experiences for your mobile customers. And like any other part of marketing, it is important for marketers to understand what is working well and what needs improvement. Therefore, testing and measuring are crucial for optimizing and evolving your mobile marketing.

Buy this ebook to learn about how to test, measure, and optimize your mobile marketing in order to gauge your success. You’ll learn about:

The types of testing

The 5-step testing process

Mobile metrics, including those pertaining to mobile apps, responsive design, and cross-channel mobile