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MARKETING METRICS
8
Transcript
MARKETING METRICS
AN OVERVIEW AND BASICS
MARKETING METRICS
INTRO
THE 3 CORE ASPECTS AND THE LINK
Using numbers to come to conclusions
They simply tell you what is currently occurring and what has occurred in the past.
METRICS
ANALYTICS
Analytics are future-focused
ANALYTICS
They are used to determine things that could or should happen in the future.
KPIs
KEY PERFORMANCE INDICATORS (KPIs)
They are progress markers that tell you whether or not you are on track to meet your goals
THE
DRIVERS
THE DRIVERS
ADVANTAGES
BASIC METRICS
APPLICATIONS
APPLICATIONS
METRICS RELATED TO CORE MARKETING CONCEPTS
PROFITS
PROFITS AND MARGINS
MARGIN%
UNIT MARGIN
AVERAGE PRICE PER UNIT
PRICE PER STATISTICAL UNIT
PRICE PREMIUMS
PRICE ELASTICITY
ADVERTISING AND PROMOTION METRICS
PROMOTION
IMPRESSIONS
GROSS RATING POINT
COST PER THOUSAND IMPRESSIONS
NET REACH
AVERAGE FREQUENCY
MARKET SPENDING
CHANNEL MARGINS
CHANNELS
PRICING
CHANNEL DECISIONS
CHANNEL LEVEL DECISIONS
CHANNEL MEMBER DECISIONS
PRODUCTS
PRODUCT AND PORTFOLIO MANAGEMENT
TRIAL
REPEAT
PENETRATION
CANNIBALIZATION RATE
BRAND EQUITY
CONJOINT ANALYSIS
SEGMENT UTILITIES
ABOUT ME
Dr. D.DAVID WINSTER
ddavidwins@gmail.com
devaneyandavidwinster
linktr.ee/davdwinster