Mar 16


Marketers consistently rank marketing measurement as a top priority, but fail to develop effective measurement systems.  In The Marketing Performance Measurement Toolkit (Racom Communications),  marketing technology expert David M. Raab shows how to break through this log jam by providing a practical, step-by-step guide to running a successful measurement project.  The book can be ordered at

The book further helps its readers succeed by providing a downloadable forms, checklists and score cards to help them organize information and monitor the progress of their projects.  The forms include score cards for each project stage that highlight threats to success – allowing readers to quickly react and correct any problems before moving ahead.  The forms are available to everyone at

The Marketing Performance Measurement Toolkit leads readers through the complete development process, from setting goals and defining marketing strategy through software selection and system implementation.   The book stresses the importance of matching a marketing measurement system to an organization’s culture and resources and shows how to choose the most productive metrics for a particular business.

The book shows how to create a marketing measurement system that provides the information companies need to make the right decisions.  Marketers will learn how to design and build a system specifically designed to meet the needs of their particular business.  CEOs and managers will find guidance on
how to measure the value of marketing programs and how best to invest marketing dollars.

David M. Raab has consulted and written on marketing technology and analysis since 1987.  He has published hundreds of articles in publications including DM Review, DM News, Relationship Marketing Report, Bank Marketing, Target Marketing, and The Journal of Database Marketing.  As a speaker, he has addressed audiences in the U.S., Europe, Asia and Australia.

Raab has advised major consumer and business marketers including Allstate Insurance, CIGNA Health Care, Cox Newspapers, CitiGroup, The Gap, GTE, IBM, Lowe’s, Monsanto, Nordstrom, Pleasant Company, Rodale Press, Time Consumer Marketing, Unisys, U.S. Sprint, Verizon Wireless, and Williams-Sonoma.

Raab is also author of The Raab Guide To Demand Generation Systems (, the only detailed independent review of software used for business marketing.   He publishes additional research in his blogs Customer Experience Matrix and MPM Toolkit.

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The Marketing Performance Measurement Toolkit
Written by David M. Raab
Published by Racom Books/Racom Communications
March 2009
304 pages
List price: $39.95 hardcover
ISBN: 978-1-933199-14-6

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