Measuring Marketing

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 CUSTOMER 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 99
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 Markup 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 ROI

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