Measuring marketing : 110+ key metrics every marketer needs by John A. Davis

By John A. Davis

This ebook provides the most important advertising and marketing ratios and metrics, which allow sellers to make higher judgements and elevate their responsibility for his or her innovations and actions. It discusses the foremost advertising metrics wanted for effectively measuring the functionality of an organization's advertising investments.


A moment variation of a favored advertising and marketing identify, this ebook discusses the main metrics advertising managers desire for measuring the functionality of an organization's advertising investments. the recent edition Read more...

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Customer brand value SECTION V: PRODUCT/OFFERING METRICS The metrics in this section help marketers describe market potential for their product, based on different market conditions and variables, and they include: 37. Usage 38. New product purchase rate 39. Marketing cost per unit SECTION VI: PRICE METRICS Price metrics affect many of the key decisions marketers make, both in planning and evaluating the company’s marketing activities. Price influences customer perception, revenues and profits, and brand-related intangibles such as brand value and reputation.

Or, perhaps it reflects a favorable tax situation, which is certainly good (although it may also mask inefficiencies in the operation). Increasing net profit can also indicate that customers perceive the price/value relationship for the company’s products favorably and, therefore, it is able to command a price premium over the competition. Increasing net profits may also highlight management strengths, since good managers are usually more effective at leveraging the budgets and investments they oversee, and they know where to deploy resources to maximize returns.

On the other hand, it may reflect a change in a company’s pricing strategy. Therefore, marketers should investigate further before drawing conclusions based on initial ROS results. Higher prices may have led to the increased return on sales—but are the increased prices sustainable over the long term? Is the company adding sufficient value to justify the increased price? Whatever the reasons, ROS results should provoke additional curiosity and inquiry if marketers wish to understand the reasons behind the figures, as illustrated by the Global Publishing example.

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