1. | | This e-book examines a broad range of topics
to give the reader a sense of the effect of their overall marketing
strategy and execution. This includes:
Measures of market penetration and coverage, including
measures of penetration, trial, and repeat purchase rate, as
well as measures of brand equity and channel coverage and sales
force performance.
Measures of price, promotion, and advertising performance,
including assessments to the price one is able to command relative
to our competition, and determining the price
premium.
Measures of promotion or advertising effects,...
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2. | | Moving Your Career Up the Value Chain:
Building Specialized Development Skills in a Global
EconomyStephen B. MorrisISBN-10: 0-76867-931-1ISBN-13: 978-0-76867-931-1IT complexity is growing fast in most jobs.
Jobs that traditionally required few skills now demand an
increasingly broad range of abilities. This reflects the
requirement for broader skill sets and increased worker
flexibility. Surviving as a worker today is all about managing
extra responsibilities and an ever-increasing range of day-to-day
duties.You can earn more, learn more, and go
further in life by moving up the value chain—a...
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3. | | For the
assessment of the promotion or advertising effects, it is desirable
to know the "lift" attributable to what would have
happened without the advertising or promotion. This is often
defined as the difference between actual and baseline sales.
Advertising has its own separate set of metrics to assess a
campaign, including such metrics as impressions, awareness, reach,
and frequency. These latter measures are used to assess a
media strategy and how many people will be reached with the
campaign and how often. There are numerous new measures that are
necessary today with the advent of...
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4. | | For the
assessment of the promotion or advertising effects, it is important
to know the "lift" attributable to what would have
happened without the advertising or promotion. This is often
defined as the difference between actual and baseline sales.
Advertising has its own separate set of metrics to assess a
campaign, including such metrics as impressions, awareness, reach,
and frequency. With the advent of the internet, there are
numerous new measures that are necessary, including such measures
as click through rate and pageviews. These measures capture
the success of the advertising, at...
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5. | | The best way
to propose or preserve any budget is to be able to show its
economic worth to the firm. It is getting harder and harder
to defend a budget based on history or on "keeping up with
the Jones" (competition). As such, it is
necessary to draw the connection between marketing spending and the
resulting profit of the firm. While marketing budgets have
both short-term and long-term effects, there are some interim
measures that can be observed to assess the value of the spend:
Return on investment (ROI), economic value added (EVA), internal
rate of return (IRR), return on sales (ROS),...
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6. | | The metric
that is often used to measure the success of a program is the brand
or product's market share. It is often viewed as a
measure of whether we are gaining ground in the marketplace.
It is also commonly used as a measure of a brand's strength
and "staying power," as brands with low or dwindling
market shares find it difficult to maintain their position with the
distributors. It is also common to want to know how we are
doing relative to competition, and market share, more than mere
profitability captures this. It is possible to have a
profitable product and to be losing position...
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7. | | Managing the
sales force is one of the most difficult jobs in marketing and
sales. In part, this is because each sales person operates
almost as an independent agent--there is often a fair amount of
autonomy. In an effort to monitor and control the sales
force, it is often necessary to monitor some of the sales force
metrics closely, including measuring the performance relative to a
quota. This section also explores the coverage of the
distribution channel. To measure success within the channel
we often want to know the degree of total coverage often measured
as all commodity volume...
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8. | | One of the
most important decisions a marketer is called upon to make is the
setting of price. In addition to strategic
considerations (price is, after all, one of the four Ps), price
should always be selected with an eye towards how price affects
unit sales. One can get help negotiating the tradeoff
between price and units sales by using a simple model of linear
demand or by understanding price elasticity. Of course,
our carefully constructed demand curves fly out the window if the
competition drastically changes their prices. Although price
premium is a metric that we can use to...
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9. | |
Web analytics is the process of measuring your web site, analyzing
the data, and making changes based on the analysis. Many businesses
are just starting to learn how they can increase the performance of
their web site by using web analytics. For many people, their first
exposure to web analytics is Google Analytics, a free tool
available to everyone.
Although analysis is vital to web analytics, you can't do analysis
without good data. Configuring Google Analytics correctly is the
key to collecting good data.
This Short Cut provides a thorough description of how the Google
Analytics...
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10. | |
Google technologies can pull far-flung places into your classroom
and make historical events come alive for your students. Students
can express themselves through blogs, collaborative writing, and
slideshows. Google provides the necessary tools to bring your
classroom or educational institution into the 21st century, while
also giving you the means to protect users' privacy. As a teacher,
you can leverage these technologies to share lesson plans and other
resources throughout your institution.
This Short Cut is a companion to the Setting Up Google Apps
Standard Edition Short Cut, and...
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