IN PRINT: Evaluating marketing performance and decision making more fairly

“Measuring Marketing: 110+ Key Metrics Every Marketer Needs,” is UO marketing instructor John Davis’ second edition of his popular “Measuring Marketing: 103+ Key Metrics Every Marketer Needs.”

One of the world’s leading experts in marketing, Davis presents key marketing ratios and metrics in easy-to-understand formulas and real-life scenarios. His work endeavors to make decision-making easier for marketers and to help them strategize in more efficient ways.

Measuring the performance of an organization's marketing investments is critical to its success, the book says. When assessing the impact of a marketing campaign, there isn’t a single measure of performance, but rather several factors that must be taken into consideration.

Over the past several years, increasingly sophisticated methods of quantifying marketing success have been developed. In the new edition of “Measuring Marketing,” Davis examines new approaches and gives examples, including significant updates to the online/digital/social area.

Davis says students and business professionals should use the book as a reference that describes the various marketing measures they will use in their market planning activities.

“It is designed to show them how to strengthen and support their plans by using and measuring market data in ways that show how marketing activities are creating measurable value for their organizations,” he says. 

Davis, who regularly consults with international companies and lectures around the world, previously authored “The Olympic Games Effect.” He received the Lundquist College of Business’ illustrious BAC Teaching Award in 2012 and is Chairman of Brand New View, an executive education and professional services firm.

Davis previously served as dean of the Global MBA Program and professor of marketing at SP Jain, which has campuses in Singapore, Dubai and Sydney. In 2010, he was the recipient of the “Best Professor in Marketing” honor, awarded by CMO Asia, and Asia’s Best Business School Awards.

Before working at SP Jain, he was department chair and professor of marketing at Emerson College.

 “Measuring Marketing: 110+ Key Metrics Every Marketer Needs” will be released on Feb. 11. It will be available at the UO Bookstore, Amazon, Barnes and Noble, iBooks and in an ebook version.

- by Aria Seligmann, UO Office of Strategic Communications