Measurement is critical to the health of any business, and "Marketing Metrics" highlights key tools and techniques across many measurement landscapes - from the consumer, to the sales force, to the ever-changing media environment. It's a 'must- read' for any business leader who wants to optimize the way they measure business activities and results in order to grow their business." - Kimberley B. Dedeker, Vice President, Global Consumer and Market Knowledge, Procter and Gamble. "Why read "Marketing Metrics"? Because better metrics lead to better decisions, which lead to better outcomes. This book does a superb job of helping marketers, and all executives, understand which metrics to use and how to use them." - Erv Shames, former CEO, Kraft Foods. "Why was this book not written earlier? "Marketing Metrics" presents an excellent compendium of the metrics you really need to know, along with a structural framework that ties them together and helps you steer your business successfully." - Dr. Hans- Willi Schroiff, Vice President, Market Research/Business Intelligence, Henkel. "Marketing is being challenged, as never before, to be accountable.