MARKETING FOUR

Marketing Metrics

Sales Metrics

 • Sales growth  • Market share  • Sales from new products

Customer Readiness to Buy Metrics

 • Awareness  • Preference  • Purchase intention  • Trial rate  • Repurchase rate

Customer Metrics

 • Customer complaints  • Customer satisfaction  • Ratio of promoters to detractors  • Customer acquisition costs  • New-customer gains  • Customer losses  • Customer churn  • Retention rate  • Customer lifetime value  • Customer equity  • Customer profitability  • Return on customer

Distribution Metrics

 • Number of outlets  • Share in shops handling  • Weighted distribution  • Distribution gains  • Average stock volume (value)  • Stock cover in days  • Out of stock frequency  • Share of shelf  • Average sales per point of sale

Communication Metrics

 • Spontaneous (unaided) brand awareness

 • Top of mind brand awareness  • Prompted (aided) brand awareness  • Spontaneous (unaided) advertising awareness  • Prompted (aided) advertising awareness  • Effective reach  • Effective frequency  • Gross rating points (GRP)  • Response rate