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Measuring Marketing: 103 Key Metrics Every Marketer Needsby Anonymous
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John Davis provides an overview of commonly used business metrics that he subdivides in three categories: 1) Marketing Planning and Customers, 2) The Offering, and 3) Sales Force. Davis usually explains clearly each metric that he covers by sequentially examining the measurement need, solution, and impact on decision making. Most of the time, Davis gives a clear example that helps readers put the...
Overview -
Measuring Marketing
Product Details
- Pub. Date: December 2006
- Publisher: Wiley, John & Sons, Incorporated
- Sales Rank: 449,026
Synopsis
Marketing is now being asked to be measurably accountable for not only the top-line of their income statement, but also for the bottom-line as well. They're being asked to account for the total marketing program in addition to its component product programs, its advertising, sales promotion, sales and distribution, and pricing programs. This is the first book that addresses the clamor and demand from marketing’s many stakeholders to be accountable for its strategies and activities.
More Reviews and Recommendations Biography
John Davis is a Practice Associate Professor of Marketing at Singapore Management University where he is also Director of the Center for Marketing Excellence.He is the author of Magic Numbers for Consumer Marketing, and is founder of Brand New View, a global tr5aning and consulting company.
John teaches and consults with companies around the world, and is a feature speaker at conferences. he has founded two award winning companies and let marketing teams at Nike, Informix and Transamerica.
He earned his MBA from Columbia University and his BA from Stanford University.
More About the Author
Editorial Reviews -
Measuring Marketing
From the Publisher
Marketing is now being asked to be measurably accountable for not only the top-line of their income statement, but also for the bottom-line as well. They're being asked to account for the total marketing program in addition to its component product programs, its advertising, sales promotion, sales and distribution, and pricing programs. This is the first book that addresses the clamor and demand from marketing’s many stakeholders to be accountable for its strategies and activities.
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Features -
Measuring Marketing
Table of Contents
| Sect. I | Marketing planning and customers | 1 |
| 1 | Revenue | 13 |
| 2 | Gross profit | 15 |
| 3 | Value to volume ratio | 18 |
| 4 | Net profit | 21 |
| 5 | Earnings-based value | 25 |
| 6 | Return on sales | 31 |
| 7 | Return on assets | 35 |
| 8 | Return on equity | 39 |
| 9 | Marketing cost per unit | 43 |
| 10 | Program/non-program ratio | 45 |
| 11 | Program/payroll ratio | 47 |
| 12 | Net sales contribution | 49 |
| 13 | Time-driven activity-based costing | 52 |
| 14 | Causal forecast | 55 |
| 15 | Time series analysis | 60 |
| 16 | Market growth | 67 |
| 17 | Market share | 71 |
| 18 | Market demand | 74 |
| 19 | Market penetration | 77 |
| 20 | Segment profitability | 84 |
| 21 | Customer profitability | 89 |
| 22 | Share of customer | 92 |
| 23 | Customer acquisition costs | 95 |
| 24 | Cost per lead | 101 |
| 25 | Break-even analysis | 105 |
| 26 | Customer equity and customer lifetime value | 117 |
| 27 | Consumer franchise | 122 |
| 28 | Retention rate | 126 |
| 29 | Churn rate | 130 |
| 30 | New customer gains | 133 |
| 31 | Customer losses | 136 |
| 32 | Return on customer | 139 |
| Sect. II | The offering | 143 |
| 33 | New product purchase rate | 155 |
| 34 | Profit impact | 159 |
| 35 | Price | 162 |
| 36 | Mark-up price | 167 |
| 37 | Target return price | 171 |
| 38 | Share of voice | 174 |
| 39 | Advertising to sales ratio | 177 |
| 40 | Reach | 183 |
| 41 | Frequency | 185 |
| 42 | Gross rating points | 188 |
| 43 | Cost per gross rating point | 193 |
| 44 | Sales premiums | 195 |
| 45 | Promotion profit | 197 |
| 46 | Response rate | 201 |
| 47 | Conversion rate | 205 |
| 48 | Direct mail revenue goals | 208 |
| 49 | Direct mail profit goals | 212 |
| 50 | Direct mail gross profit | 215 |
| 51 | Direct mail net profit | 217 |
| 52 | Direct mail ROI | 219 |
| 53 | Click-through rates | 222 |
| 54 | Gross page impressions (or gross page requests) | 224 |
| 55 | Cost per click | 226 |
| 56 | Cost per action | 228 |
| 57 | Cost per sales dollar | 230 |
| 58 | Hits | 233 |
| 59 | Pay per lead | 235 |
| 60 | Brand equity | 237 |
| 61 | Brand premium | 247 |
| 62 | Recall | 252 |
| 63 | Recognition | 256 |
| 64 | Usage | 260 |
| 65 | Transactions per customer | 262 |
| 66 | Returns to net sales | 264 |
| 67 | Transactions per hour | 266 |
| 68 | Hourly customer traffic | 268 |
| 69 | Inventory turnover | 270 |
| 70 | Percent inventory carrying costs | 275 |
| 71 | Gross margin return on inventory investment | 277 |
| 72 | Sales per square foot | 280 |
| 73 | Sales/profits per employee | 284 |
| 74 | Average transaction size | 287 |
| 75 | Average items per transaction | 290 |
| 76 | Retail close ratio | 294 |
| 77 | Retailer's margin percentage | 297 |
| 78 | Markdown goods percentage | 300 |
| 79 | Percent utilization of discounts | 302 |
| 80 | Shrinkage to net sales | 304 |
| Sect. III | Sales force | 307 |
| 81 | Independent sales representative analysis | 314 |
| 82 | Percent of sales | 317 |
| 83 | Turnover rate | 322 |
| 84 | Recruiting | 326 |
| 85 | Breakdown approach | 328 |
| 86 | Workload approach | 332 |
| 87 | Sales performance quotas | 337 |
| 88 | Average sales per call | 345 |
| 89 | Close process and close ratio | 347 |
| 90 | Cost per call | 351 |
| 91 | Break-even sales volume | 354 |
| 92 | Sales productivity | 358 |
| 93 | Four factor model | 361 |
| 94 | Sales variance analysis | 364 |
| 95 | Sales price variance | 370 |
| 96 | Sales volume variance | 373 |
| 97 | Straight commission plans | 376 |
| 98 | Profit-based commission | 379 |
| 99 | Straight salary | 381 |
| 100 | Salary plus commission or bonus | 385 |
| 101 | Salary plus commission and bonus | 390 |
| 102 | Commission plus bonus | 392 |
| 103 | Team selling compensation | 394 |
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