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