Thursday, October 1, 2009
Book Review - Marketing Metrics, by Paul Farris
I have seen some very poorly run marketing departments. Because of my past experience, I’ve been skeptical every time I deal with marketing. This book made me reevaluate those feelings and grow to respect the new found science of marketing. Marketing can be effective when metrics are measured and qualified. While reading this book, I met Ron Hendricks, CMO for Northcentral University. He runs his department like a lab, and he is very, very effective. Thanks to this book and Ron, I admire a well-run marketing department and look forward to dealing with more of them.
The metrics in this book are well thought-out, with clear formulas, good examples, and thoughtful insights. I think this should be on every executive’s desk. These measures will make you rethink your business. Hopefully, you’ll have new ideas on how it can grow.
Also, our business intelligence practice will be better equipped to interact with marketing executives, salesmen, and creatives.
Here's the Amazon link: