Marketing Metrics

Course Name: 

SM819-Marketing Metrics




Elective Courses

Credits (L-T-P): 

(3-0-0) 3


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.


Marketing Metrics: 50+ Metrics Every Executive Should Master, Wharton School Publishing, 2006, ISBN 0-13-187370-9 Marketing Metrics: 103 Key Metrics Every Marketer Needs Philip Kotler, Ned Roberto John Wiley & Sons Inc December 2006, ISBN-10: 0470821329. Managing Customers for Profit: Strategies to Increase Profits and Build Loyalty, l/e, V. Kumar Pearson Education 2008, ISBN No. 9788131719800 Other Reading materials of relevant articles from the international marketing journals.


School of Management

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National Institute of Technology Karnataka
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