Mastering market analytics: business metrics - practice and application
Saved in:
| Other Authors: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Bingley
Emerald Publishing Limited
2018
|
| Edition: | First edition |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | xvi, 426 Seiten |
| ISBN: | 178714836X 9781838679309 9781787148369 |
Staff View
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Record in the Search Index
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| adam_text | CONTENTS
ABOUT THE AUTHORS ix
INTRODUCTION xiii
1. WHY, HOW, WHAT?
Robert Kozielski 1
1.1. In the World of Chaos and Uncertainty 2
1.2. Measurement — Trend or Necessity? 5
1.3. Measurement Systems 7
1.4. Stages of Construction and Guidelines Regarding
Implementation of Measurement Systems 15
1.5. Measurement Index — Features and Selection Criteria 18
2. MEASURING MARKET STRATEGY RESULTS
Robert Kozielski, Michał Dziekoński, Jacek Pogorzelski and 23
Grzegorz Urbanek
2.1. Market Share 24
2.2. Sales Growth 29
2.3. Customer Satisfaction Index 36
2.4. Retention Rate 46
2.5. Customer Loyalty Ratio 51
2.6. Churn 60
2.7. RFM Index 66
2.8. Customer Lifetime Value 75
2.9. Brand Value Index (BVI) — Measured with the DCF Method 84
2.10. NPS 95
2.11. Share of Wallet 103
3. SALES AND DISTRIBUTION MANAGEMENT
METRICS
Robert Kozielski, Michał Dziekoński, Michał Medowski, 113
Jacek Pogorzelski and Marcin Ostachowski
3.1. Numeric Distributi on 114
3.2. Weighted Distribution 119
V
VI
CONTENTS
33. MAT Index 125
3.4. Share in Shops Handling 131
3.5. Share of Shelf Index 136
3.6. Product Turnover 141
3.7. Average Sales per Point of Sale 146
3.8. Price Index 151
3.9. Purchase Intention 156
3.10. Trial 160
3.11. Repurchase 165
3.12. Brand Usage 170
3.13. Penetration Rate 175
3.14. Market Coverage Index 182
3.15. Sales Force Efficiency Index 188
3.16. Cannibalisation Rate 194
4. MARKETING COMMUNICATION RATIOS
Robert Kozielski, Michat Dziekonski and Jacek Pogorzelski 201
4.1. Unaided (Spontaneous) Brand Awareness 202
4.2. Top of Mind Brand Awareness 207
4.3. Aided Brand Awareness 212
4.4. Unaided (Spontaneous) Advertising Awareness 217
4.5. Aided Advertising Awareness 222
4.6. Reach 227
4.7. Effective Reach 234
4.8. Frequency 241
4.9. Effective Frequency 247
4.10. GRP 253
4.11. OTS/OTH 259
4.12. CPP 263
4.13. CPT 269
4.14. Response Rate 277
4.15. CPS 282
4.16. Conversion Rate 289
4.17. Affinity Index 298
4.18. Share of Voice 305
5. E-COMMERCE AND SOCIAL MEDIA INDICATORS
Robert Kozielski, Grzegorz Mazurek, Anna Miotk and 313
Artur Maciorowski
5.1. Side Need Index 314
5.2. Stickiness Formula 320
5.3. Focus Index 325
5.4. Freshness Factor 330
Contents vii
5.5. Customisation Index 335
5.6. First Purchase Momentum 340
5.7. CTR 345
5.8. CPA 349
5.9. CPM 357
5.10. CPC 364
5.11. CR 372
5.12. Exposure Index 380
5.13. Engagement Rate 383
5.14. Social Media Share of Voice 387
5.15. Brand Strength 391
5.16. Social Media ROI 395
5.17. Social Media NPS 399
5.18. Active Advocates 403
ACKNOWLEDGEMENTS 407
BIBLIOGRAPHY 409
INDEX
415
|
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| indexdate | 2024-07-10T07:58:19Z |
| institution | BVB |
| isbn | 178714836X 9781838679309 9781787148369 |
| language | English |
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| physical | xvi, 426 Seiten |
| publishDate | 2018 |
| publishDateSearch | 2018 |
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| publisher | Emerald Publishing Limited |
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| spelling | Mastering market analytics business metrics - practice and application edited by Robert Kozielski First edition Bingley Emerald Publishing Limited 2018 xvi, 426 Seiten txt rdacontent n rdamedia nc rdacarrier Marktforschung (DE-588)4037630-8 gnd rswk-swf Marktanalyse (DE-588)4037624-2 gnd rswk-swf Marktanalyse (DE-588)4037624-2 s Marktforschung (DE-588)4037630-8 s DE-604 Kozielski, Robert edt Erscheint auch als Online-Ausgabe 978-1-78714-835-2 Erscheint auch als Online-Ausgabe, Epub 978-1-78743-269-7 Digitalisierung UB Augsburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030050384&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Mastering market analytics business metrics - practice and application Marktforschung (DE-588)4037630-8 gnd Marktanalyse (DE-588)4037624-2 gnd |
| subject_GND | (DE-588)4037630-8 (DE-588)4037624-2 |
| title | Mastering market analytics business metrics - practice and application |
| title_auth | Mastering market analytics business metrics - practice and application |
| title_exact_search | Mastering market analytics business metrics - practice and application |
| title_full | Mastering market analytics business metrics - practice and application edited by Robert Kozielski |
| title_fullStr | Mastering market analytics business metrics - practice and application edited by Robert Kozielski |
| title_full_unstemmed | Mastering market analytics business metrics - practice and application edited by Robert Kozielski |
| title_short | Mastering market analytics |
| title_sort | mastering market analytics business metrics practice and application |
| title_sub | business metrics - practice and application |
| topic | Marktforschung (DE-588)4037630-8 gnd Marktanalyse (DE-588)4037624-2 gnd |
| topic_facet | Marktforschung Marktanalyse |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030050384&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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