TAILIEUCHUNG - The Definitive Guide Marketing Metrics & Analytics

Destinations offer an amalgam of tourism products and services, which are consumed under the brand name of the destination. Leiper (1995, ) explains that destinations are places towards which people travel and where they choose to stay for a while in order to experience certain features or characteristics-a perceived attraction of some sort. Cooper et al (1998) define destinations as the focus of facilities and services designed to meet the needs of the tourists. Most destinations comprise a core of the following components, which can be characterised as the six As framework as illustrated in Table 1. Therefore, a. | Marketing Metrics Analytics Definitive Guide to Marketing Metrics and Analytics Contents Why Should I Read the Definitive Guide Part 5 Program Measurement 37 to Marketing Metrics and Analytics 3 Why Measuring Marketing Programs is Difficult 38 Method One Single Attribution First Touch Last Touch 40 Part 1 Measurement Builds Respect and Accountability 4 Method Two Single Attribution with Why Now Is The Time For Marketing Metrics 7 Revenue Cycle Projections 41 Method Three Attribute across Multiple Programs Part 2 Planning for Marketing ROI 9 and People 44 Step One Establish Goals and ROI Estimates Up-Front 11 Method Four Test and Control Groups 46 Step Two Design Programs to Be Measurable 15 Method Five Full Market Mix Modeling 48 Step Three Focus on the Decisions Program specific metrics - what you should that Improve Marketing 16 measure and track 49 Conclusion Program Measurement Applied 50 Part 3 A Framework for Measurement 17 Where Metrics Go Wrong 19 Part 6 Marketing Forecasting 51 The Right Metrics 21 Part 7 Dashboards 55 Part 4 Revenue Analytics 23 Define the Revenue Cycle 24 Part 8 Implementation People Process Revenue Cycle Metrics That Matter 29 and Technology 59 Revenue Performance Management Metrics 33 People and Culture 60 Process 62 Technology 64 Conclusion 65 Key Lessons to Improve your Performance Profitability and Credibility with Marketing Metrics and Analytics 66 bKệỊ 2011 Marketo Inc. All rights reserved. HQ Email this I Tweet this 2 Definitive Guide to Marketing Metrics and Analytics Why Should I Read the Definitive Guide to Marketing Metrics and Analytics Do you know what profits a 10 increase in your marketing budget would generate According to the Lenskold Group s 2010 B2B Lead Generation Marketing ROI Study the most common answer to this question is I Don t Know. Forty-four percent 44 of qualified marketers have no idea what a 10 budget increase could do for their companies. If you fit into this 44 you will experience .

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