Lecture Marketing metrics: Chapter 4 - Trần Nhật Minh

Lecture "Marketing metrics - Chapter 4: Non-financial metrics" presentation of content: Product and portfolio management, pricing strategy, chanel and retail management, marketing communication metrics.
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Lecture Marketing metrics: Chapter 4 - Trần Nhật Minh9/18/2015Chapter 4:Non-financial metricsContents• Product and portfolio management• Pricing strategy• Chanel and retail management• Marketing communication metricsProduct & portfoliomanagement19/18/2015Key metrics• Products◦ Trial◦ Repeat volume◦ Penetration◦ Volume projection• Customers◦ Awareness, Attitude, and Usage (AAU)◦ Customer satisfaction◦ Recency, Retention rate◦ Customer profit◦ Customer Lifetime Value (CLV)◦ Prospect Lifetime ValueTrial, repeat, penetration andvolume projection• Purpose: to understand volume projections• Trial rate (%): the percentage of a definedpopulation that purchases or uses a product for thefirst time in a given period.• First-time triers in period t (#): the number ofcustomers who purchases or use a product orbrand for the first time in a given periodTrial, repeat, penetration andvolume projection•