Measuring marketing: 103 key metrics every marketer needs

Part 1: Corporate Financial Metrics   1 Chapter 1: Revenue   3 Chapter 2: Gross Profit   7 Chapter 3: Value-to-Volume Ratio   9 Chapter 4: Net Profit   13 Chapter 5: Earnings-Based Value   17 Chapter 6: Return on Sales   23 Chapter 7: Return on Assets   25 Chapter 8: Return on Equity   27 Part 2: Marketing Planning Measures   31 Chapter 9: Market Share   33 Chapter 10: Relative Market Share   35 Chapter 11: Market Growth   37 Chapter 12: Market Demand   39 Chapter 13: Market Penetration   41 Chapter 14: Program/Nonprogram Ratio   47 Chapter 15: Program/Payroll Ratio   49 Chapter 16: Causal Forecast   51 Chapter 17: Time Series Analysis   57 Part 3: Brand Metrics   63 Chapter 18: Brand Equity   65 Chapter 19: Brand Scorecards   71 Chapter 20: Brand Premium   75 Chapter 21: Brand Contribution and Review Analysis   81 Part 4: Customers Metrics   85 Chapter 22: Net Sales Contribution   91 Chapter 23: Time-Driven Activity-Based Costing   93 Chapter 24: Segment Profitability   95 Chapter 25: Customer Profitability   99 Chapter 26: Share of Customer   101 Chapter 27: Return on CustomerSM   105 Chapter 28: New Customer Gains   109 Chapter 29: Customer Acquisition Costs   113 Chapter 30: Cost Per Lead   117 Chapter 31: Retention Rate   121 Chapter 32: Churn Rate   125 Chapter 33: Consumer Franchise   129 Chapter 34: Customer Equity and Customer Lifetime Value   133 Chapter 35: Customer Brand Value   137 Chapter 36: Customer Losses   139 Part 5: Product/Offering Metrics   143 Chapter 37: Usage   145 Chapter 38: New Product Purchase Rate   147 Chapter 39: Marketing Cost Per Unit   151 Part 6: Price Matrics   153 Chapter 40: Price   155 Chapter 41: Mark-Up Pricing   159 Chapter 42: Target Return Pricing   163 Chapter 43: Sales Price Variance   165 Chapter 44: Markdown Goods Percentage   169 Chapter 45: Profit Impact   171 Part 7: Advertising/Promotion Metrics   175 Chapter 46: Share of Voice   177 Chapter 47: Recall   179 Chapter 48: Recognition   183 Chapter 49: Reach   185 Chapter 50: Frequency   187 Chapter 51: Gross Rating Points   189 Chapter 52: Cost Per Gross Rating Point   193 Chapter 53: Response Rate   195 Chapter 54: Conversion Rate   199 Chapter 55: Advertising-To-Sales Ratio   201 Chapter 56: Promotion Profit   203 Part 8: Direct Marketing Metrics   207 Chapter 57: Direct Marketing Revenue Goals   209 Chapter 58: Direct Marketing Profit Goals   213 Chapter 59: Direct Marketing Gross Profit   215 Chapter 60: Direct Marketing Net Profit   217 Chapter 61: Direct Marketing Return On Investment   219 Part 9: Digital/Social Metrics   221 Chapter 62: Gross Page Impressions (Or Gross Page Requests)   223 Chapter 63: Word of Mouth   225 Chapter 64: Total Clicks   1 Chapter 65: Click Through Rate   229 Chapter 66: Cost Per Click   231 Chapter 67: Cost Per Action   235 Chapter 68: Pay Per Lead   237 Chapter 69: Activity Ratio for Social Media   239 Chapter 70: Deductive Social Media Return on Investment   241 Chapter 71: Resolution Time   243 Chapter 72: Social Media Profitability   245 Chapter 73: Bounce Rate   247 Chapter 74: Return On Advertising Spend   249 Part 10: Place/Distribution Metrics   251 Chapter 75: Cost Per Sales Dollar   253 Chapter 76: Transactions Per Customer   255 Chapter 77: Transactions Per Hour   257 Chapter 78: Average Transaction Size   259 Chapter 79: Avergage Items Per Transaction   261 Chapter 80: Hourly Customer Traffic   265 Chapter 81: Returns to Net Sales   267 Chapter 82: Inventory Turnover   269 Chapter 83: Percent Inventory Carrying Costs   271 Chapter 84: Gross Margin Return on Inventory Investment   273 Chapter 85: Sales Per Square Foot   277 Chapter 86: Sales/Profits Per Employee   279 Chapter 87: Retail Close Ratio   281 Chapter 88: Retail Margin Percentage   285 Chapter 89: Percent Utilization of Discounts   287 Chapter 90: Shrinkage to Net Sales   289 Part 11: Sales Metrics Chapter 91: Net Sales Contribution   297 Chapter 92: Absolute Index   299 Chapter 93: Relative Index   303 Chapter 94: Percent of Sales   305 Chapter 95: Independent Sales Representative Analysis   309 Chapter 96: Turnover Rate   311 Chapter 97: Recruiting   315 Chapter 98: Breakdown Approach   317 Chapter 99: Workload Approach   321 Chapter 100: Sales Performance Quotas   327 Chapter 101: Average Sales Per Call   335 Chapter 102: Close Process and Close Ratio   337 Chapter 103: Cost Per Call   341 Chapter 104: Break-Even Sales Volume   343 Chapter 105: Sales Productivity   347 Chapter 106: Four Factor Model   351 Chapter 107: Sales Variance Analysis   355 Chapter 108: Sales Volume Variance   361 Chapter 109: Sales Enablement   365 Chapter 110: Net Promoter ScoreR   367 Index