Introduction to marketing metrics, linking marketing to financial consequences, Share of heart, Share of mind and Share of market, Role and importance of marketing metrics in strategic marketing decisions. Margins & Profits and Customer Profitability Selling Price, variable cost, average variable cost, market spending, Break even point and Target volume, customer, recency, retention, customer life time value, prospect life time value, acquisition versus retention spending Product and Portfolio Management Trail, repeat, penetration, volume, CAGR, fair share draw,
cannibalization rate, brand equity metrics, conjoint utilities: segmentation, customer preference and volume projection. Sales Force and Pricing Sales force coverage, goals, results, compensation, pipeline analysis, facings, shares of shelf, out of stock, inventory turns, markdowns etc., Price premium, reservation, percent good value, price elasticity, optimal, own cross and residual elasticity, Advertising, Promotion and Web Metrics baseline sales, incremental, lifts, redemption, rebates, deal. Pass through, waterfall, Impressions, GRP, OTS, CPM, reach,
frequency, share of voice, click through rates, cost per impression, clicks, acquisitions, visitors and abandonment.