Marketing

The statistics on this page can be used to measure the effectiveness of a marketing program. 

• Market share
• Brand and market penetration
• Share of heart, satisfaction
• Customer profitability
• Product, brand, portfolio management
• Margins and profits
• Advertising and web metrics
• Sales promotion
• Pricing strategy
• Sales force and channel management

The American Customer Satisfaction Index and The UK National Customer Satisfaction Index (Some material is freely available.  You will need to sign up to access the free material)

• Satisfaction

Proprietary data

• Ad and brand awareness
• Brand loyalty, brand usage

Passport

For instructions on finding market sizes:

• Under Industries, select your industry
• Refine selections under Analysis Quick Links for subindustry and click Go
• Refine selections further under the Categories and Topics Tab
• Click on the Geographies tab and select region or country
• Click Search
• Results will retrieve Company Profiles, Industry Overviews and statistics like Market Sizes and Brand Shares.

Mintel Market sizes

• Revenue/unit market share 
• Relative market share

Proprietary data

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

Annual reports from Orbis. 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

Proprietary data

• Channel prices and margins
• Return of Marketing Investment 

Annual reports from Orbis. Original documents collection

• Number of customers

Annual reports from Orbis 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

Annual reports from Orbis Original Documents collection

• Cannibalization
• Growth metrics

Websites Interbrand, Millward-Brown BrandZ and  Brand Finance Australia

• Brand equity metrics

• Category buyers

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

Search industry studies in Business Source Compete and ProQuest

Proprietary data

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

Annual reports from Orbis 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

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

Proprietary data

• General creative metrics
• Digital advertising and web analytics

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

• studies in the Business Source Complete database
• industry association websites
• company press releases
• articles from the general business press
  • LexisNexis Academic
    • Major world publications
    • Australian Financial Review
  • ProQuest Central
    • The Wall Street Journal Asia
    • Financial Times