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Marketing Metrics: Metrics

Resources on marketing metrics

Share of heart, satisfaction

The American Customer Satisfaction Index and The UK National Customer Satisfaction Index

  • Satisfaction

Nielsen Top 100 brands report has Attitudinal index

  • Ad and brand attitudes

Word of Mouth Index (WoMI)

  • Word-of-mouth score
  • Net promoter score

Proprietary data

  • Ad and brand awareness
  • Brand loyalty, brand usage

Margins and profits

Annual reports from Mint Global Original Documents collection

  • Margins, markups
  • Variable and fixed costs
  • Break-even analysis
  • Contribution margin
  • Advertising as a percentage of sales (check also Advertising Age)
  • Target profits, volume and revenue

Prorietary data

  • Channel prices and margins
  • Return of Marketing Investment 

Customer profitability

Annual reports from Mint Global Original Documents collection

  • Number of customers
  • Recency - look for 'active users' or 'relapsed customers'
  • Retention and attrition rates - look for 'churn rate'
  • Acquisition and retention cost

Proprietary data

  • Consumer profit
  • Customer/Prospect Lifetime Value

Pricing strategy

Search books in the Library catalogue for "pricing strategy" or microeconomics 

Search industry studies in Business Source Compete and ProQuest

Advertising and web metrics

Note: Media metrics are specific to media outlets used for advertising campaigns and this information is not readily available.

Nielsen Top 100 brands report has Estimated media spend

  • Share of voice

Proprietary data

  • General creative metrics
  • Digital advertising and web analytics

Market share

  • Revenue/unit market share 
  • Relative market share

Proprietary data

  • Share of wallet
  • Heavy usage index
  • BDI/CDI

Brand and market penetration

Annual reports from Mint Global Original Documents collection

  • Number of customers
  • Total population and market

Product, brand and portfolio management

Annual reports from Mint Global Original Documents collection

  • Cannibalization
  • Growth metrics

Websites InterbrandMillward-Brown BrandZBrand Finance Australia and Nielsen Top 100 Brands report

  • Brand equity metrics
Proprietary data
  • Category buyers

Sales promotion

Proprietary data

  • Baseline sales
  • Incremental sales
  • Promotional lift
  • Redemption rates
  • Costs for coupons and rebates
  • Percent sales with coupon
  • Pass-through
  • Price waterfall

Sales force and channel management

Annual reports from Mint Global Original Documents collection and the Gartner Supply Chain Top 25

  • Supply chain metrics
    • out-of-stocks
    • on-time delivery
    • inventory turnover/days

Proprietary data

  • Sales force metrics
    • coverage
    • sales goals,
    • effectiveness
    • compensation
    • sales pipeline
  • Distribution availability metrics
    • numeric distribution
    • ACV
    • PCV

Additional information

Even for proprietary metrics, you may be able to find one-off mentions in: