Measuring Marketing: 110+ Key Metrics Every Marketer Needs

Acknowledgments Introduction Section I: Corporate Financial Metrics 1.Revenue 2.Gross Profit 3.Value to Volume Ratio 4.Net Profit 5.Earnings-Based Value 6.Return on Sales 7.Return on Assets 8.Return on Equity Section II: Marketing Planning Metrics 9.Market Share 10.Relative Market Share 11.Market Growth 12.Market Demand 13.Market Penetration 14.Program/Non-Program Ratio 15.Program/Payroll Ratio 16.Causal Forecast 17.Time Series Analysis Section III: Brand Metrics 18.Brand Equity 19.Brand Scorecards 20.Brand Premium 21.Brand Contribution and Review Analysis Section IV: Customers Metrics 22.Net Sales Contribution 23.Time-Driven Activity-Based Costing 24.Segment Profitability 25.Customer Profitability 26.Share of Customer 27.Return on CustomerSM 28.New Customer Gains 29.Customer Acquisition Costs 30.Cost Per Lead 31.Retention Rate 32.Churn Rate 33.Customer Losses 34.Consumer Franchise 35.Customer Equity and Customer Lifetime Value (CLTV) 36.Customer Brand Value Section V: Product/Offering Metrics 37.Usage 38.New Product Purchase Rate 39.Marketing Cost Per Unit Section VI: Price Metrics 40.Price 41.Mark-Up Price 42.Target Return Price 43.Sales Price Variance 44.Markdown Goods Percentage 45.Profit Impact Section VII: Advertising/Promotion Metrics 46.Share of Voice 47.Recall 48.Recognition 49.Reach 50.Frequency 51.Gross Rating Points (GRP) 52.Cost Per Gross Rating Point (CPP) 53.Response Rate 54.Conversion Rate 55.Advertising to Sales Ratio 56.Promotion Profit Section VIII: Direct Marketing Metrics 57.Direct Marketing Revenue Goals 58.Direct Marketing Profit Goals 59.Direct Marketing Gross Profit 60.Direct Marketing Net Profit 61.Direct Marketing ROI1 Section IX: Online/Digital/Social Metrics 62.Gross Page Impressions (or Gross Page Requests) 63.Word of Mouth (WOM) 64.Total Clicks 65.Click Through Rate (CTR) 66.Cost Per Click 67.Cost Per Action 68.Pay Per Lead 69.Activity Ratio for Social Media 70.Deductive Social Media ROI 71.Resolution Time 72.Social Media Profitability Section X: Place/Distribution Metrics 73.Cost Per Sales Dollar 74.Transactions Per Customer 75.Transactions Per Hour 76.Average Transaction Size 77.Average Items Per Transaction 78.Hourly Customer Traffic 79.Returns to Net Sales 80.Inventory Turnover 81.Percent Inventory Carrying Costs 82.Gross Margin Return on Inventory Investment 83.Sales Per Square Foot 84.Sales/Profits Per Employee 85.Retail Close Ratio 86.Retailer's Margin Percentage 87.Percent Utilization of Discounts 88.Shrinkage to Net Sales Section XI: Sales Metrics 89.Net Sales Contribution 90.Absolute Index (AI) 91.Relative Index 92.Percent of Sales 93.Independent Sales Representative Analysis 94.Turnover Rate 95.Recruiting 96.Breakdown Approach 97.Workload Approach 98.Sales Performance Quotas 99.Average Sales Per Call 100.Close Process and Close Ratio 101.Cost Per Call 102.Break-Even Sales Volume 103.Sales Productivity 104.Four Factor Model 105.Sales Variance Analysis 106.Sales Volume Variance 107.Straight Salary 108.Straight Commission Plans 109.Profit-Based Commission 110.Salary Plus Commission or Bonus 111.Salary Plus Commission and Bonus 112.Commission Plus Bonus 113.Team Selling Compensation About the Author Index