Lecture Marketing metrics: Chapter 4 - Trần Nhật Minh

9/18/2015<br /> <br /> Chapter 4:<br /> <br /> Non-financial metrics<br /> <br /> Contents<br /> • Product and portfolio management<br /> • Pricing strategy<br /> • Chanel and retail management<br /> <br /> • Marketing communication metrics<br /> <br /> Product & portfolio<br /> management<br /> <br /> 1<br /> <br /> 9/18/2015<br /> <br /> Key metrics<br /> • Products<br /> ◦ Trial<br /> ◦ Repeat volume<br /> ◦ Penetration<br /> ◦ Volume projection<br /> <br /> • Customers<br /> ◦ Awareness, Attitude, and Usage (AAU)<br /> ◦ Customer satisfaction<br /> ◦ Recency, Retention rate<br /> ◦ Customer profit<br /> ◦ Customer Lifetime Value (CLV)<br /> ◦ Prospect Lifetime Value<br /> <br /> Trial, repeat, penetration and<br /> volume projection<br /> • Purpose: to understand volume projections<br /> • Trial rate (%): the percentage of a defined<br /> population that purchases or uses a product for the<br /> first time in a given period.<br /> • First-time triers in period t (#): the number of<br /> customers who purchases or use a product or<br /> brand for the first time in a given period<br /> <br /> Trial, repeat, penetration and<br /> volume projection<br /> •