The Marketing Performance Measurement Toolkit

Marketers consistently list improved measurement as one of their top goals, but remain dissatisfied with their capabilities. The Marketing Performance Measurement Toolkit helps break through this logjam by providing step-by-step instructions on how to successfully build a marketing performance measurement system that truly meets established needs. The book starts by asking the basic questions. It then moves on to show how to find the answers with detailed lists of information to gather about the business situation, company goals, available resources, and external pressures. Next, the focus shifts to the specifics of marketing performance measurement. The book shows how to use the balanced scoreboard approach to define a business strategy. Final chapters turn to deployment issues, project implementation, and ongoing enhancement. Throughout the book, there are handy worksheets to summarize findings, highlight results, and customize concepts and measurement tools.

David M. Raab is a Principal at Raab Associates, Inc., a consulting firm specializing in marketing technology and analysis since 1987. Clients have included AARP Health Care Options, Allstate Insurance, Amtrak, Blue Cross/Blue Shield of North Carolina, Carlson Companies, CIGNA Health Care, CitiCorp, Comcast Cellular Communications, Cox Newspapers, Delmarva Power, First Union Bank, The Gap, GTE, IBM, JC Penney Direct Marketing Services, Michelle Wine Estates, Time Consumer Marketing, and Unisys, among others.
Raab's previous corporate positions have included Circulation Director of The Runner magazine, Vice President/Business Manager of Gruner + Jahr USA Parents Magazines and Book Clubs, and Vice President/List Research and Development at the Franklin Mint. His responsibilities have included marketing management, financial planning, systems development and statistical research.
Raab has written columns on marketing technology for such publications as DM Review, DM News, Relationship Marketing Report and Curtis MarketWise FIRST. and has also been published in Bank Marketing Target Marketing The Journal of Database Marketing, and elsewhere. He has addressed audiences around the world, including the National Center for Database Marketing, DAMA Symposium and Wilshire Metadata Conference, Direct Marketing Association, Canadian Direct Marketing Operations Conference, Newspaper Association of America, National Convention on Data Driven Marketing (Australia), and Asia Business Forum.
An archive of nearly 300 articles is available at www.archive.raabassociatesinc.com and additional research appears regularly on his blog http://customerexperiencematrix.blogspot.com.