Если для агентств реклама — это креатив и людоведение (© стратеги BBDO), то для клиентов — чистая математика. Чтобы выйти на новый уровень, исследую все, что касается качественных и количественных индексов эффективности (KPI). Пока нашел вот такой отличный список. Привожу пока без перевода, потому что такие термины принято использовать на английском.
Краткий список основных маркетинговых метрик
Share of Hearts, Minds, and Markets
- Market Share
- Unit Share
- Relative Market Share
- Brand Development Index
- Category Development Index
- Market Share
- Market Penetration
- Brand Penetration
- Penetration Share
- Share of Requirements
- Heavy Usage Index
- Hierarchy of Effects
- Awareness
- Top of Mind
- Ad Awareness
- Knowledge
- Beliefs
- Intentions
- Purchase Habits
- Loyalty
- Likeability
- Willingness to Recommend
- Customer Satisfaction
- Willingness to Search
Margins and Profits
- Unit Margin
- Margin (%)
- Channel Margins
- Average Price per Unit
- Price Per Statistical Unit
- Variable and Fixed Costs
- Marketing Spending
- Contribution per Unit
- Contribution Margin (%)
- Break-Even Sales
- Target Volume
- Target Revenues
Product and Portfolio Management
- Trial
- Repeat Volume
- Penetration
- Volume Projections
- Growth—Percentage
- Growth––CAGR
- Cannibalization Rate
- Fair Share Draw Rate
- Brand Equity Metrics
- Conjoint Utilities and Consumer Preferences
- Segment Utilities
- Conjoint Utilities and Volume Projections
Customer Profitability
- Customers
- Recency
- Retention Rate
- Customer Profit
- Customer Lifetime Value
- Prospect Lifetime Value
- Average Acquisition Cost
- Average Retention Cost
Sales Force and Channel Management
- Workload
- Sales Potential Forecast
- Sales Total
- Sales Force Effectiveness
- Compensation
- Break-Even Number of Employees
- Sales Funnel, Sales Pipeline
- Numeric Distribution %
- All Commodity Volume (ACV)
- Product Category Volume (PCV)
- Total Distribution %
- Facings
- Out of Stock %
- Inventories
- Markdowns
- Direct Product Profitability (DPP)
- Gross Margin Return on Inventory Investment (GMROII)
Pricing Strategy
- Price Premium
- Reservation Price
- Percent Good Value
- Price Elasticity of Demand
- Optimal Price
- Residual Elasticity
Promotion
- Baseline Sales
- Incremental Sales/Promotion Lift
- Redemption Rates
- Costs for Coupons and Rebates
- Percentage Sales with Coupon
- Percent Sales on Deal
- Percent Time on Deal
- Average Deal Depth
- Pass-Through
- Price Waterfall
Advertising Media and Web Metrics
- Impressions
- Gross Rating Points (GRPs)
- Cost per Thousand Impressions (CPM)
- Net Reach
- Average Frequency
- Frequency Response
- Effective Reach
- Effective Frequency
- Share of Voice
- Pageviews
- Clickthrough Rate
- Cost per Click
- Cost per Order
- Cost per Customer Acquired
- Visits
- Visitors
- Abandonment Rate
Marketing and Finance
- Net Profit
- Return on Sales—ROS
- Return on Investment—ROI
- Economic Profit—EVA
- Payback
- Net Present Value (NPV)
- Internal Rate of Return (IRR)
- Return on Marketing Investment—ROMI; Revenue
