營銷量化指標(biāo)

1、部分指標(biāo)英文名稱指標(biāo)中文名稱解釋公式2.Share ofHearts, Minds,and Markets情感份額心理份額市場份額Ch 1,2,3 ofRevenue Market ShareUnit Market ShareRelative Market ShareMMBrand Development Index銷售額市場份額銷售量市場份額相對市場份額Category Development IndexDecomposition of Market ShareMarket Penetration市場滲透率Brand Penetration品牌滲透率Penetration Share品牌滲透

2、份額Share of Requirements/ Share of Wallet (SOW)錢包份額Heavy Usage Index重度使用指數(shù)Awareness知名度Top of Mind/ Top-of-mind awareness第一提及知名度Ad Awareness廣告知名度Brand/Product KnowledgeConsumer BeliefsPurchase Intentions購買傾向Purchase HabitsLoyalty偏好度LikeabilityWillingness to RecommendCustomer Satisfaction顧客滿意度Net Promo

3、terWillingness to SearchUnit Margin單位利潤Margins利潤率Channel MarginsAverage Price per UnitPrice per Statistical Unit3.Margins andProfits利潤率和利潤Ch 14 of MM14Variable and Fixed Costs變動成本和固定成本Marketing SpendingContribution per UnitContribution Margin (%)Break-Even Sales Level盈虧平衡銷售水平Target Volume目標(biāo)銷量Target

4、Revenues目標(biāo)收入TrialRepeat VolumePenetration滲透Volume Projections銷售量預(yù)測4.Product andPortfolioManagement產(chǎn)品和組合管理Ch 12&13of MM14Year-on-Year Growth(annual growth)年增長率Compound Annual Growth Rate (CAGR)Cannibalization RateFair Share Draw RateBrand Equity MetricsConjoint UtilitiesSegment UtilitiesConjoint Util

5、ities and Volume Projections5.CustomerProfitability 顧客獲利性Customers(customer counts)顧客(顧客數(shù)量)消費時間間隔RecencyCh 5& 8of MM14Retention Rate顧客保留率Customer Profit顧客利潤Customer Lifetime Value顧客終身價值Prospect Lifetime ValueAverage Acquisition CostAverage Retention CostWorkloadSales Potential Forecast銷售潛力預(yù)測Sales Go

6、al銷售目標(biāo)Sales Force Effectiveness銷售人員效果Compensation報酬6.Sales Forceand ChannelManagement銷售人員和渠道管理Ch 15&16of MM147.PricingStrategy定價策略Ch 14of MM14Break-Even Number of EmployeesSales Funnel, Sales PipelineNumeric DistributionAll Commodity Volume(ACV)Product Category Volume(PCV)Total DistributionCategory

7、Performance RatioOut of StockInventoriesMarkdownsDirect Product Profitability(DPP)Gross Margin Return on InventoryInvestment(GMROII)Price Premium價格溢價Reservation PricePercent Good Value8.Promotion促銷Ch 18of MM149.AdvertisingMedia and WebMetrics廣告媒體和網(wǎng)絡(luò)量化Ch 17&19of MM14價格需求彈性Price Elasticity of DemandOp

8、timal Price最優(yōu)價格Residual ElasticityBaseline SalesIncremental Sales/Promotion LiftRedemption RatesCosts for Coupons and RebatesPercentage Sales with CouponPercent Sales on DealPass-ThroughPrice WaterfallImpressions/Exposure曝光量Gross Rating Points (GRPs)毛評點Cost per Thousand Impressions (CPM)Net ReachAve

9、rage FrequencyFrequency Response FunctionsEffective Reach有效到達率Effective FrequencyShare of VoicePageviewsRich Media Display TimeRich Media Interaction RateClickthrough RateCost per ClickCost per OrderCost per Customer AcquiredVisitsVisitorsAbandonment RateBounce RateFriends/Followers/SupportersDownloadsNet Profit凈利潤Return on Sales (ROS)銷售回報率Earnings Before Interest, Taxes, Depreciation, and Amortization (EBITDA)Return on Investment (ROI)投資回報率Economic Profit(aka EVA, Economic Value Added)經(jīng)濟利潤PaybackNet P