Skip to main content

Measuring Marketing: 103 Key Metrics Every Marketer Needs

Measuring Marketing: 103 Key Metrics Every Marketer Needs

John A. Davis

ISBN: 978-0-470-82132-9

Dec 2006

440 pages

Select type: Paperback

$45.00

Product not available for purchase

Description

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.
Acknowledgments.

Introduction.

SECTION I: MARKETING PLANNING AND CUSTOMERS.

1. Revenue.     

2. Gross Profits.

3. Value to Volume Ratio.        

4. Net Profits.                                

5. Earnings-Based Value.

6. Return on Sales.

7. Return on Assets.

8. Return on Equity.

9. Marketing Cost Per Unit.

10. Program/Non-Program Ratio.

11. Program/Payroll Ratio.

12. Net Sales Contribution. 

13. Time-Driven Activity Based Costing. 

14. Causal Forecast.

15. Time Series Analysis.

16. Market Growth.               

17. Market Share.    

18. Market Demand.

19. Market Penetration.

20. Segment Profitability.

21. Customer Profitability. 

22. Share of Customer.

23. Customer Acquisition Cost.

24. Cost Per Lead.  

25. Break-Even Analysis.    

26. Customer Equity and Lifetime Value Analysis.         

27. Consumer Franchise.

28. Retention Rate.

29. Churn Rate.

30. New Customer Gains.

31. Customer losses.

32. Return on Customer.

SECTION II: THE OFFERING.

33. New Product Purchase Rate.

34. Profit Impact.

35. Price.                

36. Mark-up Pricing.

37. Target-Return Pricing.

38. Share of Voice.   

39. Advertising to Sales Ratio.

40. Reach.              

41. Frequency.        

42. Gross Ratings Points.

43. Cost Per Gross Ratings Point.

44. Sales Premiums.

45. Promotion Profit.

46. Response Rate.  

47. Conversion Rate.

48. Direct Mail Revenue Goals.

49. Direct Mail Profit Goals.

50. Direct Mail Gross Profit.

51. Direct Mail Net Profit.

52. Direct Mail ROI.

53. Click-Through Rates.

54. Gross Page Impressions (or Gross Page Requests).

55. Cost Per Click.

56. Cost Per Action.

57. Cost Per Sales Dollar.  

58. Hits.

59. Pay Per Lead.

60. Brand Equity.     

61. Brand Premium.

62. Recall.  

63. Recognition.

64. Usage.

65. Transactions Per Customer.

66. Returns to Net Sales.

67. Transactions Per Hour.

68. Hourly Customer Traffic.

69. Inventory Turnover.

70. Percent Inventory Carrying Costs.             

71. Gross Margin Return on Inventory Investment.

72. Sales Per Square Foot.

73. Sales/Profits Per Employee.

74. Average Transactions Size.

75. Average Items Per Transaction.

76. Retail Close Ratio.          

77. Retailer’s Margin Percentage.                  

78. Markdown Goods Percentage.

79. Percent Utilization of Discounts.

80. Shrinkage to Net Sales.   

SECTION III: SALES FORCE.

81. Independent Sales Agent Analysis.

82. Percent of Sales.

83. Turnover Rate. 

84. Recruiting. 

85. Breakdown Approach.

86. Workload Approach. 

87. Incremental Approach. 

88. Sales Performance Quotas. 

89. Average Sales Per Call.

90. Close Process and Close Ratio.

91. Cost Per Call.

92. Sales Productivity.

93. Four Factor Model. 

94. Sales Variance Analysis. 

95. Sales Price Variance.

96. Sales Volume Variance.

97. Straight Commission.

98. Profit-Based Commissions.

99. Straight Salary.

100. Salary Plus Commission or Bonus.

101. Salary Plus Commission and Bonus.

102. Commission Plus Bonus.

103. Team Selling Compensation.

Index.