Marketing Metrics, Beyond Clickbaits

Metrics that Matter – Mastering the Science of Marketing Performance

Summary of the Book:

Marketing Metrics: The Definitive Guide to Measuring Marketing Performance is the ultimate resource for understanding and applying the most powerful marketing metrics in today’s data-driven business environment. Authored by top marketing scholars—Paul W. Farris, David Reibstein, Phillip E. Pfeifer, and Neil Bendle—this thoroughly updated edition presents a comprehensive roadmap for selecting, interpreting, and utilizing metrics across all areas of marketing.

Whether you’re assessing campaign ROI, brand equity, customer value, or digital engagement, the book provides the tools and frameworks needed to make informed and strategic decisions. With practical insights on marketing dashboards, data triangulation, and the relationship between marketing activities and financial performance, this guide helps professionals turn data into action.

What You Will Discover in the Book?

In Marketing Metrics, you will:

• Learn how to select the most relevant metrics for specific marketing objectives and challenges.

• Understand critical concepts like Net Promoter Score (NPS), customer lifetime value, bounce rates, and portfolio performance.

• Gain the ability to analyze promotional strategy, market share, channel performance, and customer profitability.

• Build marketing dashboards to visualize complex data clearly and support agile decision-making.

• Link marketing performance directly to enterprise-level financial outcomes for more impactful reporting and accountability.

Why Should You Read This Book?

If you’re a marketer, business leader, or analyst who wants to strengthen the credibility and effectiveness of marketing within your organization, this book is a must-read. Unlike superficial guides, Marketing Metrics offers in-depth, actionable content grounded in research and real-world application. It’s especially valuable for those aiming to align marketing efforts with business goals, optimize resource allocation, and build a high-performance marketing function that drives sustainable growth.

About the Authors:

Paul W. Farris is a professor at the University of Virginia’s Darden School of Business and a leader in marketing performance measurement.
David Reibstein, a professor at The Wharton School, is renowned for his work on marketing strategy and decision-making.
Phillip E. Pfeifer specializes in quantitative analysis and teaches marketing at Darden.
Neil Bendle, with expertise in marketing accountability and behavioral economics, adds a critical analytical lens to the team. Together, they offer unmatched depth and clarity in one of the most critical areas of modern marketing.