Index

Symbols

# (Count), 16

$ (Dollar Terms), 16

% (Percentage), 16

% of Organic Sites Stocking the Brand, 210

A

Aaker, David

Brand Equity Metrics, 142–143

BrandAsset® Valuator, 142–144

AAU (Awareness, Attitudes and Usage), 44

Ad Awareness, 46

Attitudes, 46

Awareness, 45–46

cautions, 47–48

complications, 47–48

construction, 45–47

customer/non-customer responses, 47–48

data sources, 47–48

framing/administering questions, 47

Geo-clustering, 48–49

Knowledge, 46

lagging indicators, 48

leading indicators, 48

purpose of, 44–45

Q scores, 48

related metrics/concepts, 48–49

Top of Mind, 22, 46

triangulating customer data, 48

usage, 47

A/B testing, 415

Abandonment Rate, 344, 360

cautions, 363

Clickstreams, 361

complications, 363–364

construction, 363

Conversion Rate, 363

cookies, 364

data sources, 363–364

defined, 363

purpose of, 360–363

Abnormal Returns, 397–399

above the fold, 228–229

Acceptors/Accepters, Penetration, 36

active customers, Penetration, 35–36

Active Users (Monthly/Daily), 373

ACV (All Commodity Volume), 208

ACV on Display, 217

ACV on Promotion, 217

Breadth of Distribution, 217

cautions, 216

complications, 216

construction, 212–213

data sources, 216

defined, 210

Facing, 216

Features in Store, 217

Inventory, 217

pull marketing, 211

purpose of, 211

push marketing, 211

related metrics/concepts, 216–217

Share of Shelf, 216

Store Versus Brand Measures, 216–217

Ad Awareness, 22, 46

Ad rank, 359

advertising, testing, 416–418

Advertising and Sponsorship metrics, 15–16, 303–304

Advertising Elasticity of Demand, 306, 327

cautions, 331–332

complications, 331–332

construction, 328–331

data sources, 331–332

Dorfman-Steiner Theorem, 329–330, 332

purpose of, 327

Average Frequency, 305, 311

CPM, 304, 312

construction, 313

CPP, 313

data sources, 313

defined, 312

purpose of, 312

related metrics/concepts, 313

Effective Frequency, 306, 323

cautions, 325

complications, 325

construction, 324–325

data sources, 325

defined, 324

purpose of, 323–324

Effective Reach, 305, 323

cautions, 325

complications, 325

construction, 324–325

data sources, 325

defined, 324

purpose of, 323–324

Equivalent Media Value from Sponsorship, 306, 334–336

Frequency Response Functions, 318

cautions, 322–323

complications, 322–323

construction, 320–322

data sources, 322–323

defined, 319

Learning curve, 305

Learning Curve Response, 319–321

Linear function, 305

Linear Response, 319–321

overview of, 305

purpose of, 319–320

related metrics/concepts, 323

Threshold function, 305

Threshold Response, 319–322

Wear-in frequency, 323

Wear-out frequency, 323

GRP, 304, 307

cautions, 311–312

complications, 311–312

data sources, 311–312

defined, 309

purpose of, 308

Reach, 307, 311

total ratings, 307

TRP, 309–311

Impressions, 304

cautions, 311–312

Clickthroughs, 352

complications, 311–312

construction, 308–309

data sources, 311–312

defined, 308

Exposures, 307–308

gross impressions, 314, 348

OTS, 307–308

Pageviews, 345–348

purpose of, 307–308

total exposures, 314

Net Reach, 305, 314. See also Reach

cautions, 318

complications, 318

data sources, 318

defined, 316

overlap, 316–318

purpose of, 314–318

Venn diagrams, 316–317

ROAS, 306, 332–334

Share of Voice, 306, 325

cautions, 326–327

complications, 326–327

construction, 326

data sources, 326–327

defined, 326

purpose of, 326

Sponsorship metrics, 334

Sponsorship ROI, 306, 336–339

Advertising as a Percentage of Sales, 103

Advertising Elasticity of Demand, 306, 327

cautions, 331–332

complications, 331–332

construction, 328–331

data sources, 331–332

Dorfman-Steiner Theorem, 329–330, 332

purpose of, 327

Advocacy, 210, 233

All Commodity Volume. See ACV

apps (applications), Rank of App in App Store, 229

Armstrong and the value of information in testing, Scott, 6

assessing performance, marketing metrics x-rays

Big Tobacco Company scenario, 409–412

comparing firms on customer metrics, 405, 406

customer attitudes/awareness of two firms, 405, 406

customer profitability of two firms, 405

grandparent’s savings scenario, 403–406

Prestige Luggage scenario, 407–409

attracting/retaining customers, performance monitoring, 162

auctions, second-price, 244

availability of data, metrics, 3

Average Acquisition Cost, 161

construction, 182, 183

data sources, 183–184

defined, 182

purpose of, 182

Average Frequency, 305, 311, 315

Average Margins

construction, 89

data sources, 92

defined, 87–88

purpose of, 88–89

SKU, 88–89

Average Price Charged, 240

Average Price Displayed, 240–241

Average Price Paid, 239

Average Price per Unit, 69

construction, 89

data sources, 92

defined, 87–88

purpose of, 88–89

SKU, 88–89

Average Retention Cost, 161

construction, 182, 183

data sources, 183–184

defined, 182

purpose of, 182

Average Revenue per User, 373

Awareness, 22, 45–46

Awareness, Attitudes and Usage. See AAU

awareness in sales projection models, lack of, 118–119

B

balanced territories, effects of, 188–189

Baseline Sales, 281

cautions, 288–289

complications, 288–289

construction, 283–288

data sources, 288–289

defined, 282–283

long-term effects of promotions, 289

purpose of, 283

basis points, 134

BAV Group, BrandAsset Valuator, 143–144

BCG Matrix, 27–28

BDI (Brand Development Index), 20, 31

complications, 33

construction, 32

data sources, 33

purpose of, 31

benchmark ROAS®, 333

Best Global Brands report, 146

Big Tobacco Company scenario (performance assessments), 409–412

Borden Jr. and Marketing Mix Models, Neil, 429

Bounce Rate

email, 374–375

website, 344

cautions, 365–367

complications, 365–367

construction, 365

data sources, 365–367

defined, 364, 365

first-click attribution, 366–367

last-click attribution, 366–367

linear attribution, 366–367

purpose of, 365

Brand Development Index. See BDI

Brand Equity 10, 142–143

Brand Equity Metrics, 115

brand equity, 141–142

Brand Equity 10, 142–143

Brand Evaluation Model, 146–147

Brand Finance, 144–145

Brand Identity, 148

Brand Image, 148

Brand Position, 148

brand ratings, 144–145

brand value, 140–142

BrandAsset® Valuator, 142–144

BrandZ, 145–146

cautions, 148

complications, 148

Conjoint Analysis, 147

construction, 142–147

data sources, 148

defined, 140

Product Differentiation, 148

purpose of, 140–142

Ramsellar, 144

related metrics/concepts, 148

“Royalty Relief,” 144

Brand Evaluation Model, 146–147

Brand Finance, 144–145

Brand Identity, 148

Brand Image, 148

Brand on Landing Page, 229

Brand Penetration, 21

Brand Position, 148

brand ratings, 144–145

brand value, 140–142

Brand Versus Store Measures, 216–217

BrandAsset® Valuator, 142–144

BrandZ, 145–146

Breadth of Distribution, 217

breakage, 292

Break-Even Number of Employees, 187

Break-Even Sales Level, 70

cautions, 107–108

complications, 107–108

construction, 105–107

data sources, 107–108

defined, 104

earnings impact of marketing activity, 104

incremental investments, 107

Payback Period, 108

purpose of, 104

related metrics/concepts, 108

Business Week, margins, 67

buying power, 189

C

CAGR (Compound Annual Growth Rate), 115

basis points, 134

Compounding Growth, Value at Future Period, 132

construction, 130–133

data sources, 133–134

defined, 129

Life Cycles, 134

measuring growth, 130

percentage points, 133

purpose of, 130

related metrics/concepts, 134

calculating prices at distribution level, 78

Cannibalization Rate, 115, 134–137

cautions, 138–139

complications, 138–139

data sources, 138–139

defined, 134

cars, Market for Small Urban Cars example, Relative Market Share, 28–29

Category Development Index. See CDI

Category Penetration, 21

Category Performance Ratio, 208, 215–216

CDI (Category Development Index), 21, 31

complications, 33

construction, 32

data sources, 33

purpose of, 31

related metrics/concepts, 33

Channel Dependencies

Advocacy, 233

cautions, 233

complications, 233

construction, 233

Cross-Channel Conversions, 233

Cross-Channel Delivery/Returns, 233

Cross-Channel Support, 233

data sources, 233

defined, 231

purpose of, 231–233

showrooming, 232

webrooming, 232

Channel Management metrics, 15, 207

% of Organic Sites Stocking the Brand, 210

Advocacy, 210, 233

ACV, 208

ACV on Display, 217

ACV on Promotion, 217

Breadth of Distribution, 217

cautions, 216

complications, 216

construction, 212–213

data sources, 216

defined, 210

Facing, 216

Features in Store, 217

Inventory, 217

pull marketing, 211

purpose of, 211

push marketing, 211

related metrics/concepts, 216–217

Share of Shelf, 216

Store Versus Brand Measures, 216–217

Category Performance Ratio, 208

Channel Dependencies

Advocacy, 233

cautions, 233

complications, 233

construction, 233

Cross-Channel Conversions, 233

Cross-Channel Delivery/Returns, 233

Cross-Channel Support, 233

data sources, 233

defined, 231

purpose of, 231–233

showrooming, 232

webrooming, 232

Clicks to Product, 209

DPP, 209

construction, 225–226

data sources, 227

defined, 223–224

Direct Product Costs, 225

purpose of, 224

related metrics/concepts, 227

Shopping Basket Margin, 227

GMROII, 209

construction, 225

data sources, 227

defined, 223–224

Direct Product Costs, 225

purpose of, 224

related metrics/concepts, 227

Shopping Basket Margin, 227

Inventories, 209

cautions, 221–222

complications, 221–222

construction, 218–221

Consumer Off-Take, 223

data sources, 221–222

Deductions, 223

defined, 217

Diverted Merchandise/Goods, 223

FIFO, 222

Inventory Days, 220–221

Inventory Turns, 219–220

LIFO, 222

Misshipments, 222

Net Out-of-Stocks, 219

Obsolescence, 223

Percentage On-Time Delivery, 219

Pipeline Sales, 223

purpose of, 218

Rain Checks/Make-Goods on Promotions, 222

related metrics/concepts, 218

service levels, 219

Shrinkage, 223

Markdowns, 209

construction, 225

data sources, 227

defined, 223–224

Direct Product Costs, 225

purpose of, 224

related metrics/concepts, 227

Shopping Basket Margin, 227

Numeric Distribution, 208

Breadth of Distribution, 217

cautions, 216

complications, 216

construction, 208

data sources, 216

defined, 210

Facing, 216

Features in Store, 217

Inventory, 217

pull marketing, 211

purpose of, 211

push marketing, 211

related metrics/concepts, 216–217

Share of Shelf, 216

Store Versus Brand Measures, 216–217

Online Distribution metrics

above the fold, 228–229

Brand on Landing Page, 229

cautions, 229

Clicks to Product, 229

complications, 229

construction, 228–229

data sources, 229

defined, 228

purpose of, 228

Rank of App in App Store, 229

Rank of Brand/SKU, 229

SERP, 228

Out-of-Stock, 208

cautions, 221–222

complications, 221–222

construction, 218–221

Consumer Off-Take, 223

data sources, 221–222

Deductions, 223

defined, 217

Diverted Merchandise/Goods, 223

FIFO, 222

Inventory Days, 220–221

Inventory Turns, 219–220

LIFO, 222

Misshipments, 222

Net Out-of-Stocks, 219

Obsolescence, 223

Percentage On-Time Delivery, 219

Pipeline Sales, 223

purpose of, 218

Rain Checks/Make-Goods on Promotions, 222

related metrics/concepts, 218

service levels, 219

Shrinkage, 223

PCV, 208

Breadth of Distribution, 217

Category Performance Ratio, 215–216

cautions, 216

complications, 216

construction, 213–216

data sources, 216

defined, 210

Facing, 216

Features in Store, 217

Inventory, 217

Net Out-of-Stocks, 219

pull marketing, 211

purpose of, 211

push marketing, 211

related metrics/concepts, 216–217

Share of Shelf, 216

Store Versus Brand Measures, 216–217

Total Distribution, 215

Search and Distribution metrics

cautions, 231

complications, 231

construction, 230–231

data sources, 231

defined, 230

online accessibility to product, 230

PLA, 230, 231

purpose of, 230

sponsored sites, 231

Total Distribution, 208

Channel Margins, 69

Average Margins, 84–87

calculating prices at distribution level, 78

cautions, 82–83

complications, 82–83

construction, 79–80

data sources, 82–83

defined, 77

First Channel Member’s Selling Price, 80–82

Hybrid (Mixed) Channel Margins, 83–84

purpose of, 78

related metrics/concepts, 83–87

Choice Modeling, 150–151

Clicks to Product, 209, 229

Clickstreams, 361

Clickthrough Rate, 342

cautions, 353–354

Clickthroughs, 352

complications, 353–354

construction, 352

data sources, 353–354

defined, 351

purpose of, 352

Cluster Analysis, 155–156

cohort and incubate, Customer Lifetime Value, 173–174

Cold Leads, Sales Pipeline, 202

commissioned sales costs, Marketing Spending, 101–102

Common Language Marketing Dictionary, 5

Company Profit from New Products, 129

comparing territories, 189–190

Compensation, 186

cautions, 200–201

complications, 200–201

construction, 199–200

data sources, 200–201

defined, 198

purpose of, 198–199

compensatory/non-compensatory consumer decisions, 151–153

Competitor Reaction Elasticity, 268

cautions, 272

complications, 272

construction, 270–271

data sources, 272

prisoner’s dilemma pricing, 272–278

purpose of, 268–270

Complaints, Number of

Customer Satisfaction, 52

Willingness to Recommend, 52

Compounding Growth, Value at Future Period, 132

concepts, 4

Conjoint Analysis, 147, 150–151, 244

Conjoint Utilities, 115

cautions, 153–154

Choice Modeling, 150–151

compensatory/non-compensatory consumer decisions, 151–153

complications, 153–154

Conjoint Analysis, 150–151

construction, 150–153

data sources, 153–154

defined, 149

purpose of, 149–150

relative consumer preferences for product attributes, 149–150

segment identification based on conjoint utilities, 154–155

Conjoint Utilities and Volume Projection, 116

cautions, 157–158

complications, 157–158

data sources, 157–158

defined, 157

market share projections, 157

purpose of, 157

sales volume projections, 157

Constant Elasticity, 252–255

Consumer Beliefs, 22

consumer decisions, compensatory/non-compensatory, 151–153

Consumer Off-Take, 223

consumer preferences for product attributes, 149–150

Contribution Margin, 70

Contribution per Unit, 70

cautions, 107–108

complications, 107–108

construction, 105–107

data sources, 107–108

defined, 104

earnings impact of marketing activity, 104

Payback Period, 108

purpose of, 104

related metrics/concepts, 108

Conversion Rate, 363

cookies, 364

Cost per Click, 342

Ad rank, 359

cautions, 357

complications, 357

construction, 356–357

Cost per Customer Acquired, 357

data sources, 357

defined, 355

purpose of, 355–356

search engines, 358–360

Cost per Customer Acquired, 357

Cost per Friend (Like), 368

Cost per Impression, 343

Ad rank, 359

cautions, 357

complications, 357

construction, 356–357

Cost per Customer Acquired, 357

data sources, 357

defined, 355

purpose of, 355–356

search engines, 358–360

Cost per Order, 343

Ad rank, 359

cautions, 357

complications, 357

construction, 356–357

Cost per Customer Acquired, 357

data sources, 357

defined, 355

purpose of, 355–356

search engines, 358–360

Cost per Point (CPP), 313

Cost per Thousand Impressions. See CPM

Costs for Coupons and Rebates, 281

breakage, 292

cautions, 292

complications, 292

construction, 291–292

data sources, 292

defined, 290

mail-in rebates, 292–293

purpose of, 291

related metrics/concepts, 292–293

Total Coupon Cost, 291

Count (#), 16

counting customers, 162–165

coupons

Costs for Coupons and Rebates, 281

breakage, 292

cautions, 292

complications, 292

construction, 291–292

data sources, 292

defined, 290

mail-in rebates, 292–293

purpose of, 291

related metrics/concepts, 292–293

Total Coupon Cost, 291

Percentage Sales with Coupon, 281

breakage, 292

cautions, 292

complications, 292

construction, 291–292

data sources, 292

defined, 290

mail-in rebates, 292–293

purpose of, 291

related metrics/concepts, 292–293

Total Coupon Cost, 291

Total Coupon Cost, 291

CPE (Cost Per Engagement), 375

CPM rates (Cost per Thousand Impressions), 304, 312

construction, 313

Cost per Point (CPP), 313

data sources, 313

defined, 312

purpose of, 312

related metrics/concepts, 313

CPP (Cost per Point), 313

Cross Elasticity, 268

cautions, 272

complications, 272

construction, 270–271

data sources, 272

prisoner’s dilemma pricing, 272–278

purpose of, 268–270

Cross-Channel Conversions, 233

Cross-Channel Delivery/Returns, 233

Cross-Channel Support, 233

curves (demand schedules), 244, 252–255

Customer Lifetime Value, 8–9, 161

cautions, 176–178

cohort and incubate, 173–174

complications, 176–178

construction, 175, 179–180

data sources, 176–178, 180–181

defined, 172, 178

Infinite Horizon Assumption, 177–178

with Initial Margin, 177

newly acquired customers, lifetime value of, 178–179

purpose of, 172–174, 178–179

Customer Profit, 160

cautions, 171–172

complications, 171–172

construction, 168–170

data sources, 171–172

defined, 167

profitability of individual customers, 167–168

purpose of, 167–168

whale curves, 168–170

Customer Profitability metrics, 15, 159–160

Average Acquisition Cost, 161

construction, 182–183

data sources, 183–184

defined, 182

purpose of, 182

Average Retention Cost, 162

construction, 182–183

data sources, 183–184

defined, 182

purpose of, 182

Customer Lifetime Value, 161

cautions, 176–178

cohort and incubate, 173–174

complications, 176–178

construction, 175, 179–180

data sources, 176–178, 180–181

defined, 172, 178

Infinite Horizon Assumption, 177–178

with Initial Margin, 177

lifetime value of newly acquired customers, 178–179

purpose of, 172–174, 178–179

Customer Profit, 160

cautions, 171–172

complications, 171–172

construction, 168–170

data sources, 171–172

defined, 167

profitability of individual customers, 167–168

purpose of, 167–168

whale curves, 168–170

Customers metric, 160, 162

attracting/retaining customers, performance monitoring, 162

cautions, 165

complications, 165

construction, 162–165

counting customers, 162–165

data sources, 165

defining properly, importance of, 165–167

purpose of, 162

Prospect Lifetime Value, 161

construction, 179–180

data sources, 180–181

defined, 178

lifetime value of newly acquired customers, 178–179

purpose of, 178–179

Recency, 160, 162

attracting/retaining customers, performance monitoring, 162

cautions, 165

complications, 165

construction, 162–165

counting customers, 162–165

data sources, 165

defining properly, importance of, 165–167

purpose of, 162

Retention Rate, 160, 162

attracting/retaining customers, performance monitoring, 162

cautions, 165

complications, 165

construction, 162–165

counting customers, 162–165

data sources, 165

defining properly, importance of, 165–167

purpose of, 162

Customer Satisfaction, 23, 49

construction, 50–51

data sources, 51–52

Number of Complaints, 52

purpose of, 49–50

related metrics/concepts, 52

Trade Satisfaction, 52

customers

Acceptors/Accepters, Penetration, 36

active customers, Penetration, 35–36

attracting/retaining customers, performance monitoring, 162

counting, 162–165

defining properly, importance of, 165–167

Ever-tried customers, Penetration, 36

firing, 168

growing, 168

newly acquired customers, lifetime value of, 178–179

overservicing, 188

profitability of individual customers, 167–168

Prospects, 203

Recency, 164

retention, 164

Retention Rate, 164–165

rewarding, 167

under-servicing, 187–188

tiers of customers, 167–168

Customers metric, 160, 162

attracting/retaining customers, performance monitoring, 162

cautions, 165

complications, 165

construction, 162–165

counting customers, 162–165

data sources, 165

defining properly, importance of, 165–167

purpose of, 162

D

dashboard (portfolio) of metrics, 3

data availability, metrics, 3

decisions/objectives, monitoring relationships between, 429–432

decomposing metrics, 424–426

Decomposition of Market Share, 21, 34–35

Deductions, 223, 299

demand

Linear Demand, 245–248, 256–264

Price Elasticity of Demand, 237, 248

cautions, 255

complications, 255

Constant Elasticity, 252–255

construction, 249–252

data sources, 255

defined, 249

demand schedules (curves), 252–255

purpose of, 237

demand schedules (curves), 244, 252–255

difficult to measure metrics, estimating, 428

Direct Product Costs, 225

Direct Product Profitability. See DPP

Discounted Trial, 128–129

distribution

Breadth of Distribution, 217

Search and Distribution metrics

cautions, 231

complications, 231

construction, 230–231

data sources, 231

defined, 230

online accessibility to product, 230

PLA, 230–231

purpose of, 230

sponsored sites, 231

workloads, Sales Pipeline, 201

distribution level, calculating prices at distribution level, 78

districts, Sales Force Management metrics, 192–193

Diverted Merchandise/Goods, 223

Dollar Terms ($), 16

Dorfman-Steiner Theorem, 329–330, 332

Double Jeopardy

Share of Requirements, 38

Usage Index, 41–44

Downloads, 345, 370–372

DPP (Direct Product Profitability), 209

construction, 225–226

data sources, 227

defined, 223–224

Direct Product Costs, 225

purpose of, 224

related metrics/concepts, 227

Shopping Basket Margin, 227

Drucker on margins, Peter, 67

Dupont Model, The, 421–423

E

EBITDA (Earnings Before Interest, Taxes, Depreciation and Amortization), 378, 380

cautions, 381

complications, 381

construction, 381

data sources, 381

NOPAT, 382

purpose of, 378

related metrics/concepts, 382

Economic Profit. See EVA

EDA (Electrodermal Activity), 61

EDLP (Every Day Low Prices), 299

EEG (Electroencephalography), 58, 64

Effective Frequency, 306, 323

cautions, 325

complications, 325

construction, 324–325

data sources, 325

defined, 324

purpose of, 323–324

Effective Reach, 305, 323

cautions, 325

complications, 325

construction, 324–325

data sources, 325

defined, 324

purpose of, 323–324

Email Clickthrough, 345

Bounce Rate, 374–375

cautions, 376–377

complications, 376–377

construction, 375

CPE, 375

data sources, 376–377

defined, 374

Email Open Rate, 375

Email Unsubscribe Rate, 375

purpose of, 374

email metrics. See Online, Email, and Mobile metrics

Email Unsubscribe Rate, 375

EMG (Electromyography), 61

employees

Break-Even Number of Employees, 187

Compensation, 199–200

cautions, 200–201

complications, 200–201

data sources, 200–201

defined, 198

purpose of, 198–199

Engagement Rate, 370

EPS ratios, 400

Equity, Market Value of, 397

Equivalent Media Value from Sponsorship, 306, 334–336

estimating difficult to measure metrics, 428

EVA (Economic Value Added), 8–9, 378, 383–385

evaluating

sales personnel, 191

valuation versus evaluation, 142

Every Day Low Prices (EDLP), 299

Ever-Tried, 36, 128–129

Evoked Set, 129

Exposures, 307–308

eye tracking, 59–60, 64

F

Facing, 216

FACS (Facial Action Coding System), 59, 64

Fair Share Draw, 115, 137–138

cautions, 138–139

complications, 138–139

data sources, 138–139

defined, 134

Features in Store, 217

FIFO (First In, First Out), 222

Finance. See Marketing and Finance metrics

Financial Market Measures, TSR

cautions, 399

complications, 399

construction, 398

data sources, 399

defined, 397

Market Capitalization, 397

purpose of, 397

financial metrics and marketing metrics, 412

Financial Value Attributable to Marketing, 392

firing customers, 168

firm performance

comparing firms on customer metrics, 405–406

customer attitudes/awareness of two firms, 405–406

customer profitability of two firms, 405

Dupont Model, The, 421–423

modeling, 421–424

profit margins, 421

return on sales, 421

First Channel Member’s Selling Price, 80–82

first-click attribution, 366–367

First-Time Triers in Period T, 117

fixed costs. See Variable and Fixed Costs

fMRI (functional Magnetic Resonance Imaging), 58, 64

fold, above the, 228–229

Forced Trial, 128

Forecasted Sales Increase for District, 192

forecasting sales, Sales Pipeline, 201

Frequency

Average Frequency, 311, 315

calculating, 315

Effective Frequency, 323

cautions, 325

complications, 325

construction, 324–325

data sources, 325

defined, 324

purpose of, 323–324

Reach and, 314–315

Frequency Response Functions, 318

cautions, 322–323

complications, 322–323

construction, 320–322

data sources, 322–323

defined, 319

Learning curve, 305

Learning Curve Response, 319–321

Linear function, 305

Linear Response, 319–321

overview of, 305

purpose of, 319–320

related metrics/concepts/concepts, 323

Threshold function, 305

Threshold Response, 319–322

Wear-in frequency, 323

Wear-out frequency, 323

Friends/Followers/Supporters, 344

cautions, 368–370

complications, 368–370

construction, 368

Cost per Friend (Like), 368

data sources, 368–370

defined, 367

Engagement Rate, 370

Outcomes per Friend, 368

purpose of, 367–368

related metrics/concepts/concepts, 370

G

Geo-clustering, Awareness, Attitudes and Usage (AAU), 48–49

GMROII (Gross Margin Return on Inventory Investment), 209

construction, 225

data sources, 227

defined, 223–224

Direct Product Costs, 225

purpose of, 224

related metrics/concepts/concepts, 227

Shopping Basket Margin, 227

Google Analytics

Bounce Rate, 367

Sessions, 363

grandparent’s savings scenario (performance assessments), 403–406

gross impressions, 314, 348

Gross Margin, 77, 262–264

Gross Margin Return on Inventory Investment. See GMROII

Gross Model, The, 415–416

GRP (Gross Rating Points), 304, 307

cautions, 311–312

complications, 311–312

data sources, 311–312

defined, 309

purpose of, 308

Reach, 307, 311

total ratings, 307

TRP, 309–311

growing customers, 168

GSR (Galvanic Skin Response), 61

H

heart rates, neuroscience, 61

Herfindahl Index, Relative Market Share, 29–30

Hierarchy of Effects, 22, 44–49

HI-LO (High-Low), 300

Hits, 347

Hybrid (Mixed) Channel Margins, 83–84

I

I (Index), 17

IAT (Implicit Association Tests), 61

identities of systems, 424–425

decomposing metrics, 424–426

difficult to measure metrics, estimating, 428

law of large (and not-so-large) numbers, 426–428

Marketing Mix Models, 429–432

related metrics/concepts/concepts, 433

relationships between decisions/objectives, monitoring, 429–432

Impressions, 304

cautions, 311–312

Clickthroughs, 352

complications, 311–312

construction, 308–309

data sources, 311–312

defined, 308

Exposures, 307

defined, 308

purpose of, 307–308

gross impressions, 314, 348

OTS, 307

defined, 308

purpose of, 307–308

Pageviews, 345–348

purpose of, 307–308

total exposures, 314

incremental investments, Break-Even Sales Level, 107

Incremental Sales (Promotional Lift), 281

cautions, 288–289

complications, 288–289

construction, 283–288

data sources, 288–289

defined, 282–283

long-term effects of promotions, 289

purpose of, 283

incubate, cohort and, Customer Lifetime Value, 173–174

Index (I), 17

Infinite Horizon Assumption, 177–178

information, value of, 5–7, 412–414

Initial Margin, Customer Lifetime Value with, 177

inputs, linear cost models, 98

Interbrand

Best Global Brands report, 146

Brand Evaluation Model, 146–147

interest creation, Sales Pipeline, 202

Inventories, 209

cautions, 221–222

complications, 221–222

construction, 218–221

Consumer Off-Take, 223

data sources, 221–222

Deductions, 223

defined, 217

Diverted Merchandise/Goods, 223

FIFO, 222

Inventory Days, 220–221

Inventory Turns, 219–220

LIFO, 222

Misshipments, 222

Net Out-of-Stocks, 219

Obsolescence, 223

Percentage On-Time Delivery, 219

Pipeline Sales, 223

purpose of, 218

Rain Checks/Make-Goods on Promotions, 222

related metrics/concepts, 218

service levels, 219

Shrinkage, 223

Inventory, 217

Inventory Days, 220–221

Inventory Turns, 219–220

investments (incremental), Break-Even Sales Level, 107

Invoice Price, 297

IRR (Internal Rate of Return), 379

cautions, 389–390

complications, 389–390

construction, 388–389

data sources, 389–390

defined, 386

ISO 20671: Brand Evaluation-Principles and Fundamentals, 11

J — K

Kaplan, Robert, whale curves, 168–170

Kelvin, Lord, 1–2

Knowledge, 22, 46

L

lack of awareness, sales projection models, 118–119

lagging indicators, AAU, 48

last-click attribution, 366–367

law of large (and not-so-large) numbers, 426–428

leading indicators, AAU, 48

Leads (Cold/Warm), Sales Pipeline, 202

Learning curve, 305

Learning Curve Response, 319–321

Life Cycles, 134

lifetime value of newly acquired customers, 178–179

LIFO (Last In, First Out), 222

Likeability, 23

Likes, 344

cautions, 368–370

complications, 368–370

construction, 368

Cost per Friend (Like), 368

data sources, 368–370

defined, 367

Engagement Rate, 370

Outcomes per Friend, 368

purpose of, 367–368

related metrics/concepts, 370

linear attribution, 366–367

linear cost models, 98

Linear Demand, 245–248, 256–264

Linear function, 305

Linear Response, 319–321

List Price, 297

L.L. Bean, counting customers, 163–164

logistics

Inventories

cautions, 221–222

complications, 221–222

construction, 218–221

Consumer Off-Take, 223

data sources, 221–222

Deductions, 223

defined, 217

Diverted Merchandise/Goods, 223

FIFO, 222

Inventory Days, 220–221

Inventory Turns, 219–220

LIFO, 222

Misshipments, 222

Net Out-of-Stocks, 219

Obsolescence, 223

Percentage On-Time Delivery, 219

Pipeline Sales, 223

purpose of, 218

Rain Checks/Make-Goods on Promotions, 222

related metrics/concepts, 218

service levels, 219

Shrinkage, 223

Out-of-Stock

cautions, 221–222

complications, 221–222

construction, 218–221

Consumer Off-Take, 223

data sources, 221–222

Deductions, 223

defined, 217

Diverted Merchandise/Goods, 223

FIFO, 222

Inventory Days, 220–221

Inventory Turns, 219–220

LIFO, 222

Misshipments, 222

Net Out-of-Stocks, 219

Obsolescence, 223

Percentage On-Time Delivery, 219

Pipeline Sales, 223

purpose of, 218

Rain Checks/Make-Goods on Promotions, 222

related metrics/concepts, 218

service levels, 219

Shrinkage, 223

Loyalty, 23

M

mail-in rebates, 292–293

Major Metrics List, 13–14

Advertising and Sponsorship metrics, 15–16

Channel Management metrics, 15

Customer Profitability metrics, 15

Margins and Profits metrics, 14, 67–68

Marketing and Finance metrics, 16

Online, Email, and Mobile metrics, 16

Pricing Strategy metrics, 15

Product and Portfolio Management metrics, 14, 113–114

Promotion metrics, 15

Sales Force Management metrics, 15

Share of Hearts, Minds, and Markets metrics, 14

Make-Goods on Promotions/Rain Checks, 222

Margin, 68

cautions, 74–77

complications, 74–77

construction, 72–74

data sources, 74–77

Gross Margin, 77

margins as percentage of costs, 74–75

markups or margins, 75–77

selling prices, 74

Unit Margin versus, 71

units, defined, 71

various costs included, 77

Margin on New Products, 129

Margins and Profits metrics, 14, 67–68

Average Price per Unit, 69

construction, 89

data sources, 92

defined, 87–88

purpose of, 88–89

SKU, 88–89

Break-Even Sales Level, 70

cautions, 107–108

complications, 107–108

construction, 105–107

data sources, 107–108

defined, 104

earnings impact of marketing activity, 104

incremental investments, 107

Payback Period, 108

purpose of, 104

related metrics/concepts, 108

Business Week, 67

Channel Margins, 69

Average Margins, 84–87

calculating prices at distribution level, 78

cautions, 82–83

complications, 82–83

construction, 79–80

data sources, 82–83

defined, 77

First Channel Member’s Selling Price, 80–82

Hybrid (Mixed) Channel Margins, 83–84

purpose of, 78

related metrics/concepts, 83–87

Contribution Margin, 70

Contribution per Unit, 70

cautions, 107–108

complications, 107–108

construction, 105–107

data sources, 107–108

defined, 104

earnings impact of marketing activity, 104

Payback Period, 108

purpose of, 104

related metrics/concepts, 108

data sources, 74–77

Drucker, Peter, 67

Margin, 68

cautions, 74–77

complications, 74–77

construction, 72–74

data sources, 74–77

Gross Margin, 77

margins as percentage of costs, 74–75

markups or margins, 75–77

selling prices, 74

Unit Margin versus, 71

units, defined, 71

various costs included, 77

margins, defined, 71

Marketing Spending, 69

Advertising as a Percentage of Sales, 103

cautions, 102–103

commissioned sales costs, 101–102

complications, 102–103

construction, 101–102

data sources, 102–103

defined, 99

Marketing as a Percentage of Sales, 103

purpose of, 99–101

related metrics/concepts, 103

Slotting Allowances, 103

Price per Statistical Unit, 69, 89–92

data sources, 92

defined, 87–88

SKU, 89

Target Revenues, 70

cautions, 110

complications, 110

construction, 109–110

data sources, 110

defined, 108

purpose of, 109

related metrics/concepts, 110–111

Target Volume, 70

cautions, 110

complications, 110

construction, 109–110

data sources, 110

defined, 108

purpose of, 109

related metrics/concepts, 110–111

Unit Margin, 68

cautions, 74–77

complications, 74–77

construction, 72–74

defined, 71

Gross Margin, 77

Margin versus, 71

margins as percentage of costs, 74–75

markups or margins, 75–77

selling prices, 74

various costs included, 77

Variable and Fixed Costs, 69

classification of costs depending on context, 98

construction, 93–97

cost changes with volume, 93

data sources, 97–99

defined, 93

linear cost models, 98

purpose of, 93

total cost per unit, 96–97, 98–99

Markdowns, 209

construction, 225

data sources, 227

defined, 223–224

Direct Product Costs, 225

purpose of, 224

related metrics/concepts, 227

Shopping Basket Margin, 227

Market Capitalization, 397

Market Concentration, 29

Market for Small Urban Cars example, Relative Market Share, 28–29

market share, 19–20, 24

AAU, 44

Ad Awareness, 46

Attitudes, 46

Awareness, 45–46

cautions, 47–48

complications, 47–48

construction, 45–47

customer/non-customer responses, 47–48

data sources, 47–48

framing/administering questions, 47

Geo-clustering, 48–49

Knowledge, 46

lagging indicators, 48

leading indicators, 48

purpose of, 44–45

Q scores, 48

related metrics/concepts, 48–49

Top of Mind, 22, 46

triangulating customer data, 48

usage, 47

Ad Awareness, 22, 46

Awareness, 22, 45–46

BDI, 20, 31

complications, 33

construction, 32

data sources, 33

bias in reported shares, 26

Brand Penetration, 21

Category Penetration, 21

cautions, 25–26

CDI, 21, 31

complications, 33

construction, 32

data sources, 33

purpose of, 31

related metrics/concepts, 33

complications, 25–26

construction, 24–25

Consumer Beliefs, 22

Customer Satisfaction, 23, 49

construction, 50–51

data sources, 51–52

Number of Complaints, 52

purpose of, 49–50

related metrics/concepts, 52

Trade Satisfaction, 52

data parameters, 25–26

data sources, 25–26

decomposing market share, Penetration, 34–35

Decomposition of Market Share, 21

defined, 24

Hierarchy of Effects, 22, 44–49

indicators of future changes in shares, 20–23

Knowledge, 22, 46

Likeability, 23

Loyalty, 23

market definitions, 25

Net Promoter, 23, 53

cautions, 54–55

complications, 54–55

construction, 53

data sources, 54–55

NPS, 53–55

purpose of, 53

Neuro-marketing Measures, 23

cautions, 63

complications, 63

construction, 57–61

data sources, 63

neuroscience and, 57–61

purpose of, 57

usage, 61–63

Penetration, 33

Acceptors/Accepters, 36

active customers, 35–36

cautions, 35

complications, 35

construction, 34

data sources, 35

decomposing market share, 34–35

Ever-tried customers, 36

related metrics/concepts, 35–36

Penetration Share, 21

projections, 157

Purchase Habits, 22

Purchase Intentions, 22

purpose of, 24

related metrics/concepts, 26

Relative Market Share, 20, 27

BCG Matrix, 27–28

cautions, 30

complications, 30

construction, 28–29

data sources, 30

Herfindahl Index, 29–30

Market Concentration, 29

Market for Small Urban Cars example, 28–29

Market Share Rank, 30

Market Share-Small Urban Cars example, 29

purpose of, 27–28

related metrics/concepts, 29–30

Share of Category, 30

Three- (Four-) Firm Concentration Ratio, 29

Revenue Market Share, 20, 25

Served Market, 26

Share of Requirements, 21, 36

cautions, 38

complications, 38

construction, 37–38

data sources, 38

Double Jeopardy, 38

Number of Brands Purchased, 39

purpose of, 37

related metrics/concepts, 39–40

Repeat Rate, 39

Repurchase Rate, 39

retention rates, 39–40

Solo Usage Percentages, 39

time periods measured, signal-to-noise ratios, 26

Top of Mind, 22, 46

Unit Market Share, 20, 24–25

Usage Index, 21, 40

cautions, 41

complications, 41

construction, 40–41

data sources, 41

Double Jeopardy, 41–44

purpose of, 40

related metrics/concepts, 44

Wal-Mart, 19

Willingness to Recommend, 23

construction, 50–51

data sources, 51–52

Number of Complaints, 52

purpose of, 49–50

related metrics/concepts, 52

Trade Satisfaction, 52

Willingness to Search, 23, 55

cautions, 56

complications, 56

construction, 56

data sources, 56

purpose of, 55–56

Market Share Rank, Relative Market Share, 30

Market Share-Small Urban Cars example, Relative Market Share, 29

Market to Book Ratio, 379, 399

cautions, 402

complications, 402

construction, 400–402

data sources, 402

purpose of, 400

Market Value of Equity, 397

marketing

dashboards, 410–411

decisions/objectives, monitoring relationships between, 429–432

Financial Value Attributable to Marketing, 392

logistics

Inventories, 217–223

Out-of-Stock, 217–223

omni-channel marketing, 9–10

pull marketing, 211

push marketing, 211

ROIMI, 392

search engine marketing, 358

Marketing and Finance metrics, 16, 377–378

EBITDA, 378, 380

cautions, 381

complications, 381

construction, 381

data sources, 381

NOPAT, 382

purpose of, 378

related metrics/concepts, 382

EPS ratio, 400

EVA, 378, 383–385

IRR, 379

cautions, 389–390

complications, 389–390

construction, 388–389

data sources, 389–390

defined, 386

Market to Book Ratio, 379, 399

cautions, 402

complications, 402

construction, 400–402

data sources, 402

purpose of, 400

MROI, 379

cautions, 394–395

complications, 394–395

construction, 391–394

data sources, 394–395

defined, 390–391

Financial Value Attributable to Marketing, 392

Media Exposure Return on Marketing Investment, 395–396

purpose of, 391

related metrics/concepts, 395–396

ROIMI, 392

Net Profit, 378

cautions, 381

complications, 381

construction, 380

data sources, 381

defined, 380

NOPAT, 382

purpose of, 378

related metrics/concepts, 382

NPV, 379

cautions, 389–390

complications, 389–390

construction, 387–389

data sources, 389–390

defined, 386

spreadsheets, 390

Payback, 379

cautions, 389–390

complications, 389–390

construction, 386–387

data sources, 389–390

defined, 386

purpose of, 386

PE ratios, 379, 399

cautions, 402

complications, 402

construction, 400–402

data sources, 402

purpose of, 400

Price to Book ratio, 401

ROI, 378, 382–383

ROS, 378, 380

cautions, 381

complications, 381

construction, 381

data sources, 381

NOPAT, 382

purpose of, 378

related metrics/concepts, 382

Tobin’s q, 401

TSR, 379

cautions, 399

complications, 399

construction, 398

data sources, 399

defined, 397

Market Capitalization, 397

purpose of, 397

Marketing as a Percentage of Sales, 103

marketing metrics, 2, 403

A/B testing, 415

assessing performance, grandparent’s savings scenario, 403–404

assessing performance with x-rays

Big Tobacco Company scenario, 409–412

comparing firms on customer metrics, 405, 406

customer attitudes/awareness of two firms, 405, 406

customer profitability of two firms, 405

grandparent’s savings scenario, 403–406

Prestige Luggage scenario, 407–409

financial metrics and, 412

Gross Model, The, 415–416

information, value of, 412–414

systems of identities, 424–425

decomposing metrics, 424–426

estimating difficult to measure metrics, 428

law of large (and not-so-large) numbers, 426–428

Marketing Mix Models, 429–432

monitoring relationships between decisions/objectives, 429–432

related metrics/concepts, 433

testing, 415

advertising, 416–418

reliability testing, 414–415

Marketing Mix Models, 429–432

Marketing Spending, 69

Advertising as a Percentage of Sales, 103

cautions, 102–103

commissioned sales costs, 101–102

complications, 102–103

construction, 101–102

data sources, 102–103

defined, 99

Marketing as a Percentage of Sales, 103

purpose of, 99–101

related metrics/concepts, 103

Slotting Allowances, 103

markups or margins, 75–77

MASB (Marketing Accountability Standards Board), 10, 11

ISO 20671: Brand Evaluation-Principles and Fundamentals, 11

YouTube channel, 10–11

Maximum Reservation Price, 246

measuring metric data, 5

concepts, 4

“source credibility,” 4

Media Display Time, 342

cautions, 350–351

complications, 350–351

construction, 349

data sources, 350–351

defined, 348–349

Media Interaction Time, 351

purpose of, 349

related metrics/concepts, 351

rich media, 349

Video Interactions, 351

Media Exposure Return on Marketing Investment, 395–396

Media Interaction Rate, 342

cautions, 350–351

complications, 350–351

construction, 350

data sources, 350–351

defined, 348–349

Media Interaction Time, 351

purpose of, 349

related metrics/concepts, 351

rich media, 349

Video Interactions, 351

Media Interaction Time, 351

metrics, 433–434

AAU, 44

Ad Awareness, 46

Attitudes, 46

Awareness, 45–46

cautions, 47–48

complications, 47–48

construction, 45–47

customer/non-customer responses, 47–48

data sources, 47–48

framing/administering questions, 47

Geo-clustering, 48–49

Knowledge, 46

lagging indicators, 48

leading indicators, 48

purpose of, 44–45

Q scores, 48

related metrics/concepts, 48–49

Top of Mind, 22, 46

triangulating customer data, 48

usage, 47

Ad Awareness, 22, 46

Advertising and Sponsorship metrics, 15–16, 303–304

Advertising Elasticity of Demand, 306, 327–332

Average Frequency, 305, 311

CPM, 304

Effective Frequency, 306, 323–325

Effective Reach, 305, 323–325

Equivalent Media Value from Sponsorship, 306, 334–336

Frequency Response Functions, 305, 318–323

GRP, 304, 307–312

Impressions, 304, 307–312, 345–348, 352

Net Reach, 305, 314–318

ROAS, 306, 332–334

Share of Voice, 306, 325–327

Sponsorship ROI, 306, 336–339

Average Price per Unit, 69

construction, 89

data sources, 92

defined, 87–88

purpose of, 88–89

SKU, 88–89

Awareness, 22, 45–46

BDI, 20, 31

complications, 33

construction, 32

data sources, 33

purpose of, 31

Brand Penetration, 21

Break-Even Sales Level, 70

cautions, 107–108

complications, 107–108

construction, 105–107

data sources, 107–108

defined, 104

earnings impact of marketing activity, 104

incremental investments, 107

Payback Period, 108

purpose of, 104

related metrics/concepts, 108

Category Penetration, 21

CDI, 21, 31

complications, 33

construction, 32

data sources, 33

purpose of, 31

related metrics/concepts, 33

Channel Management metrics, 15, 207

% of Organic Sites Stocking the Brand, 210

ACV, 208, 210–213, 216–217

Advocacy, 210, 233

Category Performance Ratio, 208

Channel Dependencies, 231–233

Clicks to Product, 209

DPP, 209, 223–227

GMROII, 209, 223–227

Inventories, 209, 217–223

Markdowns, 209, 223–227

Numeric Distribution, 208, 210–212

Online Distribution metrics, 228–229

Out-of-Stock, 208, 217–223

PCV, 208, 213–217, 219

Search and Distribution metrics, 230–231

Total Distribution, 208

Channel Margins, 69

Average Margins, 84–87

calculating prices at distribution level, 78

cautions, 82–83

complications, 82–83

construction, 79–80

data sources, 82–83

defined, 77

First Channel Member’s Selling Price, 80–82

Hybrid (Mixed) Channel Margins, 83–84

purpose of, 78

related metrics/concepts, 83–87

choosing the right numbers, 3

concepts, 4

Consumer Beliefs, 22

Contribution Margin, 70

Contribution per Unit, 70

cautions, 107–108

complications, 107–108

construction, 105–107

data sources, 107–108

defined, 104

earnings impact of marketing activity, 104

Payback Period, 108

purpose of, 104

related metrics/concepts, 108

Customer Lifetime Value, 8–9

Customer Profitability metrics, 15, 159–160

Average Acquisition Cost, 161, 182–184

Average Retention Cost, 162, 182–184

Customer Lifetime Value, 161, 172–181

Customer Profit, 160, 167–172

Customers metric, 160, 162–167

Prospect Lifetime Value, 161, 178–181

Recency, 160, 162–167

Retention Rate, 160, 162–167

Customer Satisfaction, 23, 49

construction, 50–51

data sources, 51–52

Number of Complaints, 52

purpose of, 49–50

related metrics/concepts, 52

Trade Satisfaction, 52

dashboard (portfolio) of metrics, 3

data availability, 3

decomposing metrics, 424–426

Decomposition of Market Share, 21

defined, 1

difficult to measure metrics, estimating, 428

EVA, 8–9

Hierarchy of Effects, 22, 44–49

Knowledge, 22, 46

Likeability, 23

Loyalty, 23

Margin, 68

cautions, 74–77

complications, 74–77

construction, 72–74

data sources, 74–77

Gross Margin, 77

margins as percentage of costs, 74–75

markups or margins, 75–77

selling prices, 74

Unit Margin versus, 71

units, defined, 71

various costs included, 77

Margins and Profits metrics, 14, 67–68

Average Price per Unit, 69, 87–92

Break-Even Sales Level, 70, 104–108

Business Week, 67

Channel Margins, 69, 77–87

Contribution Margin, 70

Contribution per Unit, 70, 104–108

Drucker, Peter, 67

Margin, 68, 71–77

margins, defined, 71

Marketing Spending, 69, 99–103

Price per Statistical Unit, 69, 87–92

Target Revenues, 70, 108–111

Target Volume, 70, 108–111

Unit Margin, 68, 71–77

Variable and Fixed Costs, 69, 93–99

Market Concentration, 29

market share, 19–20, 24

AAU, 44–49

Ad Awareness, 22, 46

Awareness, 22, 45–46

bias in reported shares, 26

BDI, 20, 31–33

Brand Penetration, 21

Category Penetration, 21

CDI, 21, 31–33

cautions, 25–26

complications, 25–26

construction, 24–25

Consumer Beliefs, 22

Customer Satisfaction, 23, 49–52

data parameters, 25–26

data sources, 25–26

decomposing market share, 34–35

Decomposition of Market Share, 21

defined, 19

Hierarchy of Effects, 22, 44–49

indicators of future changes in shares, 20–23

Knowledge, 22, 46

Likeability, 23

Loyalty, 23

market definitions, 25

Net Promoter, 23, 53–55

Neuro-marketing Measures, 23, 57–63

Penetration, 33–36

Penetration Share, 21

Purchase Habits, 22

Purchase Intentions, 22

purpose of, 24

related metrics/concepts, 26

Relative Market Share, 20, 27–30

Revenue Market Share, 20, 25

Served Market, 26

Share of Requirements, 21, 36–40

time periods measured, signal-to-noise ratios, 26

Top of Mind, 22, 46

Unit Market Share, 20, 24–25

Usage Index, 21, 40–44

Wal-Mart, 19

Willingness to Recommend, 23, 49–52

Willingness to Search, 23, 55–56

Marketing and Finance metrics, 16, 377–378

EBITDA, 378, 380–382

EVA, 378, 383–385

IRR, 379, 386, 388–390

Market to Book Ratio, 379, 399–402

MROI, 379, 390–396

Net Profit, 378, 380–382

NPV, 379, 386–390

Payback, 379, 386–387, 389–390

PE ratios, 379, 399–402

ROI, 378, 382–383

ROS, 378, 380–382

TSR, 379, 397–399

marketing metrics, 2

Marketing Spending, 69

Advertising as a Percentage of Sales, 103

cautions, 102–103

commissioned sales costs, 101–102

complications, 102–103

construction, 101–102

data sources, 102–103

defined, 99

Marketing as a Percentage of Sales, 103

purpose of, 99–101

related metrics/concepts, 103

Slotting Allowances, 103

mastering, 7

measuring data, 5

concepts, 4

“source credibility,” 4

translating concepts into metrics, 4

need for, 1–2

Net Promoter, 23, 53

cautions, 54–55

complications, 54–55

construction, 53

data sources, 54–55

NPS, 53–55

purpose of, 53

Neuro-marketing Measures, 23

cautions, 63

complications, 63

construction, 57–61

data sources, 63

neuroscience and, 57–61

purpose of, 57

usage, 61–63

Online, Email, and Mobile metrics, 16, 341–342

Abandonment Rate, 344, 360–364

Bounce Rate (website), 344, 364–367

Clickthrough Rate, 342, 351–354

Cost per Click, 342, 355–360

Cost per Impression, 343, 355–360

Cost per Order, 343, 355–360

Downloads, 345, 370–372

Email Clickthrough, 345, 374–376

Friends/Followers/Supporters, 344, 367–370

Likes, 344, 367–370

Media Display Time, 342, 348–351

Media Interaction Rate, 342, 348–351

Mobile Metrics, 345, 372–374

Pageviews, 342, 345–348

Value of a Like, 344, 367–370

Visitors, 343, 360–364

Visits, 343, 360–364

Penetration, 33

Acceptors/Accepters, 36

active customers, 35–36

cautions, 35

complications, 35

construction, 34

data sources, 35

decomposing market share, 34–35

Ever-tried customers, 36

related metrics/concepts, 35–36

Penetration Share, 21

portfolio (dashboard) of metrics, 3

Price per Statistical Unit, 69, 89–92

data sources, 92

defined, 87–88

SKU, 89

Pricing Strategy metrics, 15, 235–236

Competitor Reaction Elasticity, 268–278

Cross Elasticity, 268–278

Optimal Price, 237, 255–267

Own Price Elasticity, 268–278

Percent Good Value, 236, 242–248

Price Elasticity of Demand, 237, 248–255

Price Premium, 236, 238–242

Reservation Price, 236, 242–248

Residual Elasticity, 237, 268–278

Product and Portfolio Management metrics, 14, 113–114

Brand Equity Metrics, 115, 140–148

CAGR, 115, 129–134

Cannibalization Rate, 115, 134–139

Conjoint Utilities, 115, 149–154

Conjoint Utilities and Volume Projection, 116, 157–158

Fair Share Draw, 115, 134–139

Penetration, 114, 116–129

Repeat Volume, 114, 116–129

Segment Utilities, 116, 154–157

Trial, 114, 116–129

Volume Projections, 114, 116–129

Year-on-Year Growth, 115, 129–134

Profitability metrics, 223–227

Promotion metrics, 15, 279–280

Baseline Sales, 281, 282–289

Costs for Coupons and Rebates, 281, 290–293

Incremental Sales (Promotional Lift), 281, 282–289

Pass-Through, 282, 293–296

Percent Sales on Deals, 281, 294

Percentage Sales with Coupon, 281, 290–293

Price Waterfall, 282, 296–301

Redemption Rates, 281, 290–293

Purchase Habits, 22

Purchase Intentions, 22

Relative Market Share, 20, 27

BCG Matrix, 27–28

cautions, 30

complications, 30

construction, 28–29

data sources, 30

Herfindahl Index, 29–30

Market Concentration, 29

Market for Small Urban Cars example, 28–29

Market Share Rank, 30

Market Share-Small Urban Cars example, 29

purpose of, 27–28

related metrics/concepts, 29–30

Share of Category, 30

Three- (Four-) Firm Concentration Ratio, 29

Revenue Market Share, 20, 25

ROI, 8–9

Sales Force Management metrics, 15, 185

Break-Even Number of Employees, 187

Compensation, 186, 198–201

Sales Force Effectiveness, 186, 194–197

Sales Funnel, 187, 201–205

Sales Goal, 186, 190–194

Sales Pipeline, 187, 201–205

Sales Potential Forecast, 186

Workload, 186–190

Served Market, 26

Share of Category, Relative Market Share, 30

Share of Hearts, Minds, and Markets metrics, 14

AAU, 44–49

Ad Awareness, 22, 46

Awareness, 22, 45–46

BDI, 20, 31–33

Brand Penetration, 21

Category Penetration, 21

CDI, 21, 31–33

Consumer Beliefs, 22

Customer Satisfaction, 23, 49–52

Decomposition of Market Share, 21

Hierarchy of Effects, 22, 44–49

indicators of future changes in shares, 20–23

Knowledge, 22, 46

Likeability, 23

Loyalty, 23

market share, 19–20, 24–26

Net Promoter, 23, 53–55

Neuro-marketing Measures, 23, 57–63

Penetration, 33–36

Penetration Share, 21

Purchase Habits, 22

Purchase Intentions, 22

Relative Market Share, 20, 27–30

Revenue Market Share, 20, 25

Share of Requirements, 21, 36–40

Top of Mind, 22, 46

Unit Market Share, 20, 24–25

Usage Index, 21, 40–44

Wal-Mart, 19

Willingness to Recommend, 23, 49–52

Willingness to Search, 23, 55–56

Share of Requirements, 21, 36

cautions, 38

complications, 38

construction, 37–38

data sources, 38

Double Jeopardy, 38

Number of Brands Purchased, 39

purpose of, 37

related metrics/concepts, 39–40

Repeat Rate, 39

Repurchase Rate, 39

retention rates, 39–40

Solo Usage Percentages, 39

SKU Profitability metrics, 223–227

sponsorship metrics, 9

Target Revenues, 70

cautions, 110

complications, 110

construction, 109–110

data sources, 110

defined, 108

purpose of, 109

related metrics/concepts, 110–111

Target Volume, 70

cautions, 110

complications, 110

construction, 109–110

data sources, 110

defined, 108

purpose of, 109

related metrics/concepts, 110–111

Top of Mind, 22, 46

“Top Ten” metrics, 7–9

Unit Margin, 68

cautions, 74–77

complications, 74–77

construction, 72–74

data sources, 74–77

defined, 71

Gross Margin, 77

Margin versus, 71

margins as percentage of costs, 74–75

markups or margins, 75–77

selling prices, 74

various costs included, 77

Unit Market Share, 20, 24–25

Usage Index, 21, 40

cautions, 41

complications, 41

construction, 40–41

data sources, 41

Double Jeopardy, 41–44

purpose of, 40

related metrics/concepts, 44

value of information, 5–7

Variable and Fixed Costs, 69

classification of costs depending on context, 98

construction, 93–97

cost changes with volume, 93

data sources, 97–99

defined, 93

linear cost models, 98

purpose of, 93

total cost per unit, 96–99

Willingness to Recommend, 23

construction, 50–51

data sources, 51–52

Number of Complaints, 52

purpose of, 49–50

related metrics/concepts, 52

Trade Satisfaction, 52

Willingness to Search, 23, 55

cautions, 56

complications, 56

construction, 56

data sources, 56

purpose of, 55–56

Middlemen, 294

Millward Brown, BrandZ, 145–146

Misshipments, 222

Mixed Channel Margins. See Hybrid (Mixed Channel Margins)

mobile devices. See Online, Email, and Mobile metrics

Mobile Metrics, 345, 372

Active Users (Monthly/Daily), 373

Average Revenue per User, 373

cautions, 373–374

complications, 373–374

construction, 373

data sources, 373–374

defined, 372

Session Length, 373

Store Visits, 373

modeling firm performance, 421–424

monitoring relationships between decisions/objectives, 429–432

motivating/evaluating, sales personnel, 191

MROI (Marketing Return on Investment), 379

cautions, 394–395

complications, 394–395

construction, 391–394

data sources, 394–395

defined, 390–391

Financial Value Attributable to Marketing, 392

Media Exposure Return on Marketing Investment, 395–396

purpose of, 391

related metrics/concepts, 395–396

ROIMI, 392

Multi-Period Investments

IRR, 386

cautions, 389–390

complications, 389–390

construction, 388–389

data sources, 389–390

NPV, 386, 389

cautions, 389–390

complications, 389–390

construction, 387–388

data sources, 389–390

spreadsheets, 390

Payback, 386

cautions, 389–390

complications, 389–390

construction, 386–387

data sources, 389–390

MWB (Maximum Willing to Buy), 246

N

Net Out-of-Stocks, 219

Net Price, 297–298

Net Profit, 378

cautions, 381

complications, 381

construction, 380

data sources, 381

defined, 380

NOPAT, 382

purpose of, 378

related metrics/concepts, 382

Net Promoter, 23, 53

cautions, 54–55

complications, 54–55

construction, 53

data sources, 54–55

NPS, 53–55

purpose of, 53

Net Reach, 305, 314. See also Reach

cautions, 318

complications, 318

data sources, 318

defined, 316

overlap, 316–318

purpose of, 314–318

Venn diagrams, 316–317

Neuro-marketing Measures, 23

cautions, 63

complications, 63

construction, 57–61

data sources, 63

neuroscience and, 57–61

purpose of, 57

usage, 61–63

Neuro-metrics, 64

neuroscience

EDA, 61

EEG, 58, 64

EMG, 61

eye tracking, 59–60, 64

FACS, 59, 64

fMRI, 58, 64

GSR, 61

heart rates, 61

IAT, 61

Neuro-marketing Measures, 57–61

Neuro-metrics, 64

response latencies (time delays), 61

SCR, 61

newly acquired customers, lifetime value of, 178–179

non-compensatory/compensatory consumer decisions, 151–153

NOPAT (Net Operating Profit After Tax), 382

NPS (Net Promoter Scores), Net Promoter, 53–55

NPV (Net Present Value), 379

cautions, 389–390

complications, 389–390

construction, 387–388

data sources, 389–390

defined, 386, 389

spreadsheets, 390

Number of Brands Purchased, Share of Requirements, 39

Number of Complaints

Customer Satisfaction, 52

Willingness to Recommend, 52

Number of New Products, 129

Numeric Distribution, 208

Breadth of Distribution, 217

cautions, 216

complications, 216

construction, 211–212

data sources, 216

defined, 210

Facing, 216

Features in Store, 217

Inventory, 217

pull marketing, 211

purpose of, 211

push marketing, 211

related metrics/concepts, 216–217

Share of Shelf, 216

Store Versus Brand Measures, 216–217

O

objectives/decisions, monitoring relationships between, 429–432

Obsolescence, 223

omni-channel marketing, 9–10, 228

Online, Email, and Mobile metrics, 16, 341–342

Abandonment Rate, 344, 360

cautions, 363

Clickstreams, 361

complications, 363–364

construction, 363

Conversion Rate, 363

cookies, 364

data sources, 363–364

defined, 363

purpose of, 360–363

Bounce Rate (website), 344

cautions, 365–367

complications, 365–367

construction, 365

data sources, 365–367

defined, 364–365

first-click attribution, 366–367

last-click attribution, 366–367

linear attribution, 366–367

purpose of, 365

Clickthrough Rate, 342

cautions, 353–354

Clickthroughs, 352

complications, 353–354

construction, 352

data sources, 353–354

defined, 351

purpose of, 352

Cost per Click, 342

Ad rank, 359

cautions, 357

complications, 357

construction, 356–357

Cost per Customer Acquired, 357

data sources, 357

defined, 355

purpose of, 355–356

search engines, 358–360

Cost per Impression, 343

Ad rank, 359

cautions, 357

complications, 357

construction, 356–357

Cost per Customer Acquired, 357

data sources, 357

defined, 355

purpose of, 355–356

search engines, 358–360

Cost per Order, 343

Ad rank, 359

cautions, 357

complications, 357

construction, 356–357

Cost per Customer Acquired, 357

data sources, 357

defined, 355

purpose of, 355–356

search engines, 358–360

Downloads, 345, 370–372

Email Clickthrough, 345

Bounce Rate, 374, 375

cautions, 376–377

complications, 376–377

construction, 375

CPE, 375

data sources, 376–377

defined, 374

Email Open Rate, 375

Email Unsubscribe Rate, 375

purpose of, 374

Friends/Followers/Supporters, 344

cautions, 368–370

complications, 368–370

construction, 368

Cost per Friend (Like), 368

data sources, 368–370

defined, 367

Engagement Rate, 370

Outcomes per Friend, 368

purpose of, 367–368

related metrics/concepts, 370

Likes, 344

cautions, 368–370

complications, 368–370

construction, 368

Cost per Friend (Like), 368

data sources, 368–370

defined, 367

Engagement Rate, 370

Outcomes per Friend, 368

purpose of, 367–368

related metrics/concepts, 370

Media Display Time, 342

cautions, 350–351

complications, 350–351

construction, 349

data sources, 350–351

defined, 348–349

Media Interaction Time, 351

purpose of, 349

related metrics/concepts, 351

rich media, 349

Video Interactions, 351

Media Interaction Rate, 342

cautions, 350–351

complications, 350–351

construction, 350

data sources, 350–351

defined, 348–349

Media Interaction Time, 351

purpose of, 349

related metrics/concepts, 351

rich media, 349

Video Interactions, 351

Mobile Metrics, 345, 372

Active Users (Monthly/Daily), 373

Average Revenue per User, 373

cautions, 373–374

complications, 373–374

construction, 373

data sources, 373–374

defined, 372

Session Length, 373

Store Visits, 373

Pageviews, 342, 346–347

cautions, 347–348

complications, 347–348

construction, 347

data sources, 347–348

defined, 346

Hits, 347

Value of a Like, 344

cautions, 368–370

complications, 368–370

construction, 368

Cost per Friend (Like), 368

data sources, 368–370

defined, 367

Engagement Rate, 370

Outcomes per Friend, 368

purpose of, 367–368

related metrics/concepts, 370

Visitors, 343, 360

cautions, 363

Clickstreams, 361

complications, 363–364

construction, 363

Conversion Rate, 363

cookies, 364

data sources, 363–364

defined, 363

purpose of, 360–363

Visits, 343, 360

cautions, 363

Clickstreams, 361

complications, 363–364

construction, 363

Conversion Rate, 363

cookies, 364

data sources, 363–364

defined, 363

purpose of, 360–363

online accessibility to product, Search and Distribution metrics, 230

Online Distribution metrics

above the fold, 228–229

Brand on Landing Page, 229

cautions, 229

Clicks to Product, 229

complications, 229

construction, 228–229

data sources, 229

defined, 228

purpose of, 228

Rank of App in App Store, 229

Rank of Brand/SKU, 229

SERP, 228

online resources, MASB, 10–11

Optimal Price, 237

cautions, 264, 267

complications, 264

construction, 256–264

data sources, 264

defined, 255

Linear Demand, 256–264

Optimal Price Relative to Gross Margin, 262–264

Price Tailoring (Price Discrimination), 264–267

purpose of, 256

regulations, 267

related metrics/concepts, 264–267

Robinson-Patman Act, 267

OTS (Opportunities-To-See), 307

defined, 308

purpose of, 307–308

Outcomes per Friend, 368

Out-of-Stock, 208

cautions, 221–222

complications, 221–222

construction, 218–221

Consumer Off-Take, 223

data sources, 221–222

Deductions, 223

defined, 217

Diverted Merchandise/Goods, 223

FIFO, 222

Inventory Days, 220–221

Inventory Turns, 219–220

LIFO, 222

Misshipments, 222

Net Out-of-Stocks, 219

Obsolescence, 223

Percentage On-Time Delivery, 219

Pipeline Sales, 223

purpose of, 218

Rain Checks/Make-Goods on Promotions, 222

related metrics/concepts, 222–223

service levels, 219

Shrinkage, 223

outputs, linear cost models, 98

overlap, Net Reach, 316–318

overservicing, 188

Own Price Elasticity, 268

cautions, 272

complications, 272

construction, 270–271

data sources, 272

prisoner’s dilemma pricing, 272–278

purpose of, 268–270

P

Pageviews, 342, 346–347

cautions, 347–348

complications, 347–348

construction, 347

data sources, 347–348

defined, 346

Hits, 347

paid search marketing, search engines, 358

Pass-Through, 282, 293–294

cautions, 295–296

complications, 295–296

construction, 294

data sources, 295–296

defined, 294

purpose of, 294

Payback, 379

cautions, 389–390

complications, 389–390

construction, 386–387

data sources, 389–390

defined, 386

purpose of, 386

Payback Period

Break-Even Sales Level, 108

Contribution per Unit, 108

PCV (Product Category Volume), 208

Breadth of Distribution, 217

Category Performance Ratio, 215–216

cautions, 216

complications, 216

construction, 213–216

data sources, 216

defined, 210

Facing, 216

Features in Store, 217

Inventory, 217

Net Out-of-Stocks, 219

pull marketing, 211

purpose of, 211

push marketing, 211

related metrics/concepts, 216–217

Share of Shelf, 216

Store Versus Brand Measures, 216–217

Total Distribution, 215

PE ratios, 379, 399

cautions, 402

complications, 402

construction, 400–402

data sources, 402

purpose of, 400

Percentage On-Time Delivery, 219

Penetration, 33, 114

Acceptors/Accepters, 36

active customers, 35–36

cautions, 35, 124–128

Company Profit from New Products, 129

complications, 35, 124–128

construction, 34, 117–118

data sources, 35, 124–128

decomposing market share, 34–35

defined, 116

Discounted Trial, 128–129

distribution, 119–121

Ever-Tried, 128

Ever-tried customers, 36

Evoked Set, 129

Forced Trial, 128

lack of awareness, sales projection models, 118–119

Margin on New Products, 129

Number of New Products, 129

purpose of, 116–117

related metrics/concepts, 35–36, 128–129

Repeat Volume, 121–122

Revenue from New Products, 129

Target Market Fit, 129

Total Volume, 122–124

Trial Rate, 117

Trial Volume, 118

Variations on Trial, 128

Penetration Share, 21

Percent Good Value, 236, 242

Conjoint Analysis, 244

construction, 243–244

data sources, 244

defined, 243

demand schedules (curves), 244

Linear Demand, 245–248

Maximum Reservation Price, 246

MWB, 246

Price-Quantity Relationship, 243–244

purpose of, 242

second-price auctions, 244

Percent Sales on Deals, 281

Percentage (%), 16

Percentage of Organic Sites Stocking the Brand, 210

Percentage Margins. See Margins

percentage points, 133

Percentage Sales on Deal, 294

Percentage Sales with Coupon, 281

breakage, 292

cautions, 292

complications, 292

construction, 291–292

data sources, 292

defined, 290

mail-in rebates, 292–293

purpose of, 291

related metrics/concepts, 292–293

Total Coupon Cost, 291

performance

assessing with marketing metrics x-rays

Big Tobacco Company scenario, 409–412

comparing firms on customer metrics, 405–406

customer attitudes/awareness of two firms, 405–406

customer profitability of two firms, 405

grandparent’s savings scenario, 403–406

Prestige Luggage scenario, 407–409

firm performance

comparing firms on customer metrics, 405–406

customer attitudes/awareness of two firms, 405–406

customer profitability of two firms, 405

Dupont Model, The, 421–423

modeling, 421–424

profit margins, 421

return on sales, 421

measuring Sales Force Effectiveness, 194

performance monitoring in attracting/retaining customers, 162

Pipeline Sales, 223

PLA (Product Listing Ads), 230–231

portfolio (dashboard) of metrics, 3

Post-Purchase phase, Sales Pipeline, 203–204

Pre-Purchase stage, Sales Pipeline, 203

Prestige Luggage scenario (performance assessments), 407–409

Price Discrimination (Price Tailoring), 300–301

Price Elasticity of Demand, 237, 248

cautions, 255

complications, 255

Constant Elasticity, 252–255

construction, 249–252

data sources, 255

defined, 249

demand schedules (curves), 252–255

purpose of, 237

Price of a Specified Competitor, 239

Price per Statistical Unit, 69, 89–92

data sources, 92

defined, 87–88

SKU, 89

Price Premium, 236

Average Price Charged, 240

Average Price Displayed, 240–241

Average Price Paid, 239

cautions, 241–242

complications, 241–242

construction, 238–241

data sources, 241–242

defined, 238

Price of a Specified Competitor, 239

purpose of, 238

related metrics/concepts, 242

Theoretical Price Premium, 242

Price Tailoring (Price Discrimination), 264–267

Price to Book ratio, 401

Price Waterfall, 282, 296

cautions, 298–299, 301

complications, 298–299

construction, 297–298

data sources, 298–299

Deductions, 299

defined, 297

EDLP, 299

HI-LO, 300

Invoice Price, 297

List Price, 297

Net Price, 297–298

Price Discrimination (Price Tailoring), 300–301

purpose of, 296–297

related metrics/concepts, 299–301

Price-Quantity Relationship, 243–244

prices

calculating at distribution level, 78

First Channel Member’s Selling Price, 80–82

Pricing Strategy metrics, 15, 235–236

Competitor Reaction Elasticity, 268

cautions, 272

complications, 272

construction, 270–271

data sources, 272

prisoner’s dilemma pricing, 272–278

purpose of, 268–270

Cross Elasticity, 268

cautions, 272

complications, 272

construction, 270–271

data sources, 272

prisoner’s dilemma pricing, 272–278

purpose of, 268–270

Optimal Price, 237

cautions, 264, 267

complications, 264

construction, 256–264

data sources, 264

defined, 255

Linear Demand, 256–264

Price Tailoring (Price Discrimination), 264–267

purpose of, 256

regulations, 267

related metrics/concepts, 264–267

Robinson-Patman Act, 267

Optimal Price Relative to Gross Margin, 262–264

Own Price Elasticity, 268

cautions, 272

complications, 272

construction, 270–271

data sources, 272

prisoner’s dilemma pricing, 272–278

purpose of, 268–270

Percent Good Value, 236, 242

Conjoint Analysis, 244

construction, 243–244

data sources, 244

defined, 243

demand schedules (curves), 244

Linear Demand, 245–248

Maximum Reservation Price, 246

MWB, 246

Price-Quantity Relationship, 243–244

purpose of, 242

second-price auctions, 244

Price Elasticity of Demand, 237, 248

cautions, 255

complications, 255

Constant Elasticity, 252–255

construction, 249–252

data sources, 255

defined, 249

demand schedules (curves), 252–255

purpose of, 237

Price Premium, 236

Average Price Charged, 240

Average Price Displayed, 240–241

Average Price Paid, 239

cautions, 241–242

complications, 241–242

construction, 238–241

data sources, 241–242

defined, 238

Price of a Specified Competitor, 239

purpose of, 238

related metrics/concepts, 242

Theoretical Price Premium, 242

Reservation Price, 236, 242

Conjoint Analysis, 244

construction, 243–244

data sources, 244

defined, 243

demand schedules (curves), 244

Linear Demand, 245–248

Maximum Reservation Price, 246

MWB, 246

Price-Quantity Relationship, 243–244

purpose of, 242

second-price auctions, 244

Residual Elasticity, 237, 268

cautions, 272

complications, 272

construction, 270–271

data sources, 272

prisoner’s dilemma pricing, 272–278

purpose of, 268–270

prisoner’s dilemma pricing, 272–278

Product and Portfolio Management metrics, 14, 113–114

Brand Equity Metrics, 115

brand equity, 141–142

Brand Equity 10, 142–143

Brand Evaluation Model, 146–147

Brand Finance, 144–145

Brand Identity, 148

Brand Image, 148

Brand Position, 148

brand ratings, 144–145

brand value, 140–142

BrandAsset® Valuator, 142–144

BrandZ, 145–146

cautions, 148

complications, 148

Conjoint Analysis, 147

construction, 142–147

data sources, 148

defined, 140

Product Differentiation, 148

purpose of, 140–142

Ramsellar, 144

related metrics/concepts, 148

“Royalty Relief,” 144

CAGR, 115

basis points, 134

Compounding Growth, Value at Future Period, 132

construction, 130–133

data sources, 133–134

defined, 129

Life Cycles, 134

measuring growth, 130

percentage points, 133

purpose of, 130

related metrics/concepts, 134

Cannibalization Rate, 115, 134–137

cautions, 138–139

complications, 138–139

data sources, 138–139

defined, 134

Conjoint Utilities, 115

cautions, 153–154

Choice Modeling, 150–151

compensatory/non-compensatory consumer decisions, 151–153

complications, 153–154

Conjoint Analysis, 150–151

construction, 150–153

data sources, 153–154

defined, 149

purpose of, 149–150

relative consumer preferences for product attributes, 149–150

Conjoint Utilities and Volume Projection, 116

cautions, 157–158

complications, 157–158

data sources, 157–158

defined, 157

market share projections, 157

purpose of, 157

sales volume projections, 157

Fair Share Draw, 115, 137–138

cautions, 138–139

complications, 138–139

data sources, 138–139

defined, 134

Penetration, 114

cautions, 124–128

Company Profit from New Products, 129

complications, 124–128

construction, 117–118

data sources, 124–128

defined, 116

Discounted Trial, 128–129

distribution, 119–121

Ever-Tried, 128

Evoked Set, 129

Forced Trial, 128

lack of awareness, sales projection models, 118–119

Margin on New Products, 129

Number of New Products, 129

purpose of, 116–117

related metrics/concepts, 128–129

Repeat Volume, 121–122

Revenue from New Products, 129

Target Market Fit, 129

Total Volume, 122–124

Trial Rate, 117

Trial Volume, 118

Variations on Trial, 128

Repeat Volume, 114

cautions, 124–128

Company Profit from New Products, 129

complications, 124–128

construction, 117–118

data sources, 124–128

defined, 116

Discounted Trial, 128–129

distribution, 119–121

Ever-Tried, 128

Evoked Set, 129

Forced Trial, 128

lack of awareness, sales projection models, 118–119

Margin on New Products, 129

Number of New Products, 129

purpose of, 116–117

related metrics/concepts, 128–129

Repeat Volume, 121–122

Revenue from New Products, 129

Target Market Fit, 129

Total Volume, 122–124

Trial Rate, 117

Trial Volume, 118

Variations on Trial, 128

Segment Utilities, 116

cautions, 156–157

Cluster Analysis, 155–156

complications, 156–157

construction, 155–156

data sources, 156–157

defined, 154

purpose of, 154–155

segment identification based on conjoint utilities, 154–155

Trial, 114

cautions, 124–128

Company Profit from New Products, 129

complications, 124–128

construction, 117–118

data sources, 124–128

defined, 116

Discounted Trial, 128–129

distribution, 119–121

Ever-Tried, 128

Evoked Set, 129

Forced Trial, 128

lack of awareness, sales projection models, 118–119

Margin on New Products, 129

Number of New Products, 129

purpose of, 116–117

related metrics/concepts, 128–129

Repeat Volume, 121–122

Revenue from New Products, 129

Target Market Fit, 129

Total Volume, 122–124

Trial Rate, 117

Trial Volume, 118

Variations on Trial, 128

Volume Projections, 114

cautions, 124–128

Company Profit from New Products, 129

complications, 124–128

construction, 117–118

data sources, 124–128

defined, 116

Discounted Trial, 128–129

distribution, 119–121

Ever-Tried, 128

Evoked Set, 129

Forced Trial, 128

lack of awareness, sales projection models, 118–119

Margin on New Products, 129

Number of New Products, 129

purpose of, 116–117

related metrics/concepts, 128–129

Repeat Volume, 121–122

Revenue from New Products, 129

spreadsheets, 123–124

Target Market Fit, 129

Total Volume, 122–124

Trial Rate, 117

Trial Volume, 118

Variations on Trial, 128

Year-on-Year Growth, 115

basis points, 134

Compounding Growth, Value at Future Period, 132

construction, 130–133

data sources, 133–134

defined, 129

Life Cycles, 134

measuring growth, 130

percentage points, 133

purpose of, 130

related metrics/concepts, 134

product attributes, relative consumer preferences for, 149–150

Product Category Volume. See PCV

Product Differentiation, 148

profit margins, 421

Profitability metrics, 223–227

profitability of individual customers, 167–168

Promotion metrics, 15, 279–280

Baseline Sales, 281

cautions, 288–289

complications, 288–289

construction, 283–288

data sources, 288–289

defined, 282–283

long-term effects of promotions, 289

purpose of, 283

Costs for Coupons and Rebates, 281

breakage, 292

cautions, 292

complications, 292

construction, 291–292

data sources, 292

defined, 290

mail-in rebates, 292–293

purpose of, 291

related metrics/concepts, 292–293

Total Coupon Cost, 291

Incremental Sales (Promotional Lift), 281

cautions, 288–289

complications, 288–289

construction, 283–288

data sources, 288–289

defined, 282–283

long-term effects of promotions, 289

purpose of, 283

Pass-Through, 282, 293, 294

cautions, 295–296

complications, 295–296

construction, 294

data sources, 295–296

defined, 294

purpose of, 294

Percent Sales on Deals, 281, 294

Percentage Sales with Coupon, 281

breakage, 292

cautions, 292

complications, 292

construction, 291–292

data sources, 292

defined, 290

mail-in rebates, 292–293

purpose of, 291

related metrics/concepts, 292–293

Total Coupon Cost, 291

Price Waterfall, 282, 296

cautions, 298–299, 301

complications, 298–299