The Marketing Performance Measurement Toolkit. David Raab. Chicago, IL: Racom Books, 291 pp. $39.95 pbk.

David Raab’s book is designed for marketing professionals who want to mea-sure marketing program effectiveness. It is based on his thirty-plus years as a consultant and principal in his firm specializing in marketing technology and analysis, Raab Associates, Inc. The book does not tell the reader what to do, but is instead designed to show the reader how to decide what to do.

Raab organizes the book into seven major steps for the process: defining project goals, scope, and success criteria; researching the business to understand what is important and what’s achievable; defining marketing plans based on business strategies; selecting measures and metrics suited to the marketing plans; identifying the data sources and calculations for the measure and metrics; selecting technologies suited to the company’s needs; and developing, deploying, and enhancing the marketing measurement system. [Read more...]