Title: Measuring marketing : 103 key metrics every marketer needs /
Authors: Davis, John, 1960 February 17-
Publisher: John Wiley & Sons (Asia),
Year: 2007
Subjects: Marketing Evaluation.; Marketing research.
Contents: Sect. I. Marketing planning and customers -- 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 -- 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 costs -- 24. Cost per lead -- 25. Break-even analysis -- 26. Customer equity and customer lifetime value -- 27. Consumer franchise -- 28. Retention rate -- 29. Churn rate -- 30. New customer gains -- 31. Customer losses -- 32. Return on customer -- Sect. II. offering -- 33. New product purchase rate -- 34. Profit impact -- 35. Price -- 36. Mark-up price -- 37. Target return price -- 38. Share of voice -- 39. Advertising to sales ratio -- 40. Reach -- 41. Frequency -- 42. Gross rating points -- 43. Cost per gross rating 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 -- 8. 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.