Metrics and More

I'm impressed by the new book Marketing Metrics: 50+ Metrics Every Executive Should Master, by Paul Farris, Neil Bendle, Phillip Pfeifer, and David Reibstein. Here's a link to an excerpt on the Wharton School Publishing site:

http://www.whartonsp.com/articles/article.asp?p=463942

The authors suggest metrics for many important marketing outcomes that aren't necessarily measured as accurately or as carefully as they should be. Willingness to recommend, cannibalization rate, out of stock percentage, direct product profitability,cost per customer acquired, return on marketing investment--it's all here. Definitely worth a look!