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