Marketing Metrics: The Manager’s Guide To Measuring Marketing Performance by Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein

1 Introduction

2 SHARE OF HEARTS, MINDS, AND MARKETS

3 MARGINS AND PROFITS

4 PRODUCT AND PORTFOLIO MANAGEMENT

5 CUSTOMER PROFITABILITY

6 SALES FORCE AND CHANNEL MANAGEMENT

7 PRICING STRATEGY

8 PROMOTION

9 ADVERTISING METRICS

10 ONLINE, EMAIL, AND MOBILE METRICS

11 MARKETING AND FINANCE

1 Introduction

2 SHARE OF HEARTS, MINDS, AND MARKETS

2.1 Revenue Market Share

2.1 Unit Market Share

2.2 Relative Market Share

2.3 Brand Development Index

2.3 Category Development Index

2.4 – 2.6 Decomposition Of Market Share

2.4 Market Penetration

2.4 Brand Penetration

2.4 Penetration Share

2.5 Share Of Requirements

2.6 Usage Index

2.7 Hierarchy Of Effects

2.7 Purchase Intentions

2.7 Purchase Habits

2.7 Loyalty

2.7 Likeability

2.8 Willingness To Recommend

2.8 Customer Satisfaction

2.9 Net Promoter

2.10 Willingness To Search

2.11 Neuro-Marketing

3 MARGINS AND PROFITS

3.1 Unit Margin

3.1 Margin (%)

3.2 Channel Margins

3.3 Average Price Per Unit

3.3 Price Per Statistical Unit

3.4 Variable And Fixed Costs

3.5 Marketing And Spending

3.6 Contribution Per Unit

3.6 Contribution Margin (%)

3.6 Break-Even Sales

3.7 Target Volume

3.7 Target Revenues

4 PRODUCT AND PORTFOLIO MANAGEMENT

4.1 Trial

4.1 Repeat Volume

4.1 Penetration

4.1 Volume Projections

4.2 Year-On-Year Growth

4.2 Compound Annual Growth Rate (CAGR)

4.3 Cannibalization Rate

4.3 Fair Share Draw Rate

4.4 Brand Equity Metrics

4.5 Conjoint Utilities

4.6 Segment Utilities

4.7 Conjoint Utilities And Volume Projections

5 CUSTOMER PROFITABILITY

5.3 Customer Lifetime Value

5.4 Prospect Lifetime Value

5.5 Average Acquisition Cost

5.5 Average Retention Cost

6 SALES FORCE AND CHANNEL MANAGEMENT

6.1 Workload

6.1 Sales Potential Forecast

6.2 Sales Goal

6.3 Sales Force Effectiveness

6.4 Compensation

6.4 Break-Even Number Of Employees

6.5 Sales Funnel, Sales Pipeline

6.6 Numeric Distribution

6.6 All Commodity Volume (ACV)

6.6 Product Category Volume (PCV)

6.6 Total Distribution

6.6 Category Performance Ratio

6.7 Out Of Stock

6.7 Inventories

6.8 Markdowns

6.8 Direct Product Profitability (DPP)

6.8 Gross Margin Return On Inventory Investment (GMROII)

7 PRICING STRATEGY

7.1 Price Premium

7.2 Reservation Price

7.2 Percent Good Value

7.3 Price Elasticity Of Demand

7.4 Optimal Demand

7.5 Residual Elasticity

8 PROMOTION

8.1 Baseline Sales

8.1 Incremental Sales / Promotional Lift

8.2 Redemption Rates

8.2 Costs For Coupons And Rebates

8.2 Percentage Sales With Coupon

8.3 Percent Sales On Deal

8.3 Pass-Through

8.4 Price Waterfall

9 ADVERTISING METRICS

9.1 Impressions

9.1 Gross Rating Points (GRPs)

9.2 Cost Per Thousand Impressions (CPM)

9.3 Net Reach

9.3 Average Frequency

9.4 Frequency Response Functions

9.5 Effective Reach

9.5 Effective Frequency

9.6 Share Of Voice

9.7 Advertising Elasticity Of Demand

10 ONLINE, EMAIL, AND MOBILE METRICS

10.1 Pageviews

10.2 Rich Media Display Time

10.2 Rich Media Interaction Rate

10.3 Clickthrough Rate

10.4 Cost Per Click

10.4 Cost Per Order

10.4 Cost per customer Acquired

10.5 Visits

10.5 Visitors

10.5 Abandonment Rate

10.6 Bounce Rate (Website)

10.7 Friends/Followers/Supporters

10.7 Likes

10.7 Value Of A Like

10.8 Downloads

10.9 Average Revenue Per User

10.10 Email Metrics

11 MARKETING AND FINANCE

11.1 Net Profit

11.1 Return On Sales (ROS)

11.1 Earnings Before Interest, Taxes, Depreciation, And Amortization (EBITDA)

11.2 Return On Investment (ROI)

11.3 Economic Profit (aka EVA)

11.4 Payback

11.4 Net Present Value (NPV)

11.4 Internal Rate Of Return (IRR)

11.5 Marketing Return On Investment (MROI)

Ixtlan Capital Inc.

Business Development & Growth

Marketing Metrics: The Manager’s Guide To Measuring Marketing Performance by Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein

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