Mastering Market Analytics : Business Metrics - Practice and Application.
- 1st ed.
- 1 online resource (443 pages)
Front Cover -- Mastering Market Analytics -- Copyright Page -- Contents -- About the Authors -- Author/Editor -- Authors -- Introduction -- Notes -- 1. Why, How, What? -- 1.1. In the World of Chaos and Uncertainty -- 1.2. Measurement - Trend or Necessity? -- 1.3. Measurement Systems -- 1.3.1. Marketing Audit -- 1.3.2. Benchmarking -- 1.3.3. Activity-Based Costing -- 1.3.4. Performance Pyramid -- 1.3.5. EFQM Excellence Model -- 1.3.6. The Balanced Scorecard -- 1.3.7. The Performance Prism -- 1.3.8. Marketing ROI -- 1.4. Stages of Construction and Guidelines Regarding Implementation of Measurement Systems -- 1.5. Measurement Index - Features and Selection Criteria -- Notes -- 2. Measuring Market Strategy Results -- 2.1. Market Share -- 2.1.1. Definition and Significance -- 2.1.1.1. The Basic Formula -- 2.1.2. Terms of Use -- 2.1.3. Calculation and Stages of Implementation -- 2.1.4. Application -- 2.1.5. Illustration of Use -- 2.1.5.1. Assignment -- 2.1.5.2. Solution -- 2.1.6. Case Study -- 2.1.6.1. Assignment -- 2.1.6.2. Solution -- 2.2. Sales Growth -- 2.2.1. Definition and Significance -- 2.2.1.1. The Basic Formula -- 2.2.2. Terms of Use -- 2.2.3. Calculation and Stages of Implementation -- 2.2.4. Application -- 2.2.5. Illustration of Use -- 2.2.5.1. Assignment -- 2.2.5.2. Solution -- 2.2.6. Case Study -- 2.2.6.1. Assignment -- 2.2.6.2. Solution -- 2.3. Customer Satisfaction Index -- 2.3.1. Definition and Significance -- 2.3.1.1. The Basic Formula -- 2.3.2. Terms of Use -- 2.3.3. Calculation and Stages of Implementation -- 2.3.4. Application -- 2.3.5. Illustration of Use -- 2.3.5.1. Assignment -- 2.3.5.2. Solution -- 2.3.6. Case Study -- 2.3.6.1. Assignment -- 2.3.6.2. Solution -- 2.4. Retention Rate -- 2.4.1. Definition and Significance -- 2.4.1.1. The Basic Formula -- 2.4.2. Terms of Use -- 2.4.3. Calculation and Stages of Implementation. 2.4.4. Application -- 2.4.5. Illustration of Use -- 2.4.5.1. Assignment -- 2.4.5.2. Solution -- 2.4.6. Case Study -- 2.4.6.1. Assignment -- 2.4.6.2. Solution -- 2.5. Customer Loyalty Ratio -- 2.5.1. Definition and Significance -- 2.5.1.1. The Basic Formula -- 2.5.2. Terms of Use -- 2.5.3. Calculation and Stages of Implementation -- 2.5.4. Application -- 2.5.5. Illustration of Use -- 2.5.5.1. Assignment -- 2.5.5.2. Solution -- 2.5.6. Case Study -- 2.5.6.1. Assignment -- 2.5.6.2. Solution -- 2.6. Churn -- 2.6.1. Definition and Significance -- 2.6.1.1. The Basic Formula -- 2.6.2. Terms of Use -- 2.6.3. Calculation and Stages of Implementation -- 2.6.4. Application -- 2.6.5. Illustration of Use -- 2.6.5.1. Assignment -- 2.6.5.2. Solution -- 2.6.6. Case Study -- 2.6.6.1. Assignment -- 2.6.6.2. Solution -- 2.7. RFM Index -- 2.7.1. Definition and Significance -- 2.7.1.1. The Basic Formula -- 2.7.2. Terms of Use -- 2.7.3. Calculation and Stages of Implementation -- 2.7.4. Application -- 2.7.5. Illustration of Use -- 2.7.5.1. Assignment -- 2.7.5.2. Solution -- 2.7.6. Case Study -- 2.7.6.1. Assignment -- 2.7.6.2. Solution -- 2.8. Customer Lifetime Value -- 2.8.1. Definition and Significance -- 2.8.1.1. The Basic Formula -- 2.8.2. Terms of Use -- 2.8.3. Stages of Implementation -- 2.8.4. Practice of Use -- 2.8.5. Illustration of Use -- 2.8.5.1. Assignment -- 2.8.5.2. Solution -- 2.8.6. Case Study -- 2.8.6.1. Assignment -- 2.8.6.2. Solution -- 2.9. Brand Value Index (BVI) - Measured with the DCF Method -- 2.9.1. Definition and Significance -- 2.9.1.1. The Basic Formula -- 2.9.2. Terms of Use -- 2.9.2.1. Accounting and Reporting -- 2.9.2.2. Planning Fusions and Purchases -- 2.9.2.3. Relations with Banks and External Investors -- 2.9.2.4. Licensing and Franchising -- 2.9.2.5. Legal Disputes -- 2.9.2.6. Taxes -- 2.9.2.7. Internal Communication. 2.9.2.8. Marketing Management -- 2.9.2.9. The Assessment of Advertising Agencies -- 2.9.3. Stages of Implementation -- 2.9.4. Practice of Use -- 2.9.5. Illustration of Use -- 2.9.5.1. Assignment -- 2.9.5.2. Solution -- 2.9.5.3. For Six Years -- 2.9.5.4. Infinite Brand Value -- 2.9.6. Case Study -- 2.9.6.1. Assignment -- 2.9.6.2. Solution -- 2.9.6.3. For Six Years -- 2.9.6.4. Infinite Brand Value -- 2.10. NPS -- 2.10.1. Definition and Significance -- 2.10.1.1. The Basic Formula -- 2.10.2. Terms of Use -- 2.10.3. Calculation and Stages of Implementation -- 2.10.4. Application -- 2.10.5. Illustration of Use -- 2.10.5.1. Assignment -- 2.10.5.2. Solution -- 2.10.6. Case Study -- 2.10.6.1. Assignment -- 2.10.6.2. Solution -- 2.11. Share of Wallet -- 2.11.1. Definition and Significance -- 2.11.1.1. The Basic Formula -- 2.11.2. Terms of Use -- 2.11.3. Calculation and Stages of Implementation -- 2.11.4. Application -- 2.11.5. Illustration of Use -- 2.11.5.1. Assignment -- 2.11.5.2. Solution -- 2.11.6. Case Study -- 2.11.6.1. Assignment -- 2.11.6.2. Solution -- Notes -- 3. Sales and Distribution Management Metrics -- 3.1. Numeric Distribution -- 3.1.1. Definition and Significance -- 3.1.1.1. The Basic Formula -- 3.1.2. Terms of Use -- 3.1.3. Calculation and Stages of Implementation -- 3.1.4. Application -- 3.1.5. Illustration of Use -- 3.1.5.1. Assignment -- 3.1.5.2. Solution -- 3.1.6. Case Study -- 3.1.6.1. Assignment -- 3.1.6.2. Solution -- 3.2. Weighted Distribution -- 3.2.1. Definition and Significance -- 3.2.1.1. The Basic Formula -- 3.2.2. Terms of Use -- 3.2.3. Calculation and Stages of Implementation -- 3.2.4. Application -- 3.2.5. Illustration of Use -- 3.2.5.1. Assignment -- 3.2.5.2. Solution -- 3.2.6. Case Study -- 3.2.6.1. Assignment -- 3.2.6.2. Solution -- 3.3. MAT Index -- 3.3.1. Definition and Significance -- 3.3.1.1. The Basic Formula. 3.3.2. Terms of Use -- 3.3.3. Calculation and Stages of Implementation -- 3.3.4. Application -- 3.3.5. Illustration of Use -- 3.3.5.1. Assignment -- 3.3.5.2. Solution -- 3.3.6. Case Study -- 3.3.6.1. Assignment -- 3.3.6.2. Solution -- 3.4. Share in Shops Handling -- 3.4.1. Definition and Significance -- 3.4.1.1. The Basic Formula -- 3.4.2. Terms of Use -- 3.4.3. Calculation and Stages of Implementation -- 3.4.4. Application -- 3.4.5. Illustration of Use -- 3.4.5.1. Assignment -- 3.4.5.2. Solution -- 3.4.6. Case Study -- 3.4.6.1. Assignment -- 3.4.6.2. Solution -- 3.5. Share of Shelf Index -- 3.5.1. Definition and Significance -- 3.5.1.1. The Basic Formula -- 3.5.2. Terms of Use -- 3.5.3. Calculation and Stages of Implementation -- 3.5.4. Application -- 3.5.5. Illustration of Use -- 3.5.5.1. Assignment -- 3.5.5.2. Solution -- 3.5.6. Case Study -- 3.5.6.1. Assignment -- 3.5.6.2. Solution -- 3.6. Product Turnover -- 3.6.1. Definition and Significance -- 3.6.1.1. The Basic Formula -- 3.6.2. Terms of Use -- 3.6.3. Calculation and Stages of Implementation -- 3.6.4. Application -- 3.6.5. Illustration of Use -- 3.6.5.1. Assignment -- 3.6.5.2. Solution -- 3.6.6. Case Study -- 3.6.6.1. Assignment -- 3.6.6.2. Solution -- 3.7. Average Sales per Point of Sale -- 3.7.1. Definition and Significance -- 3.7.1.1. The Basic Formula -- 3.7.2. Terms of Use -- 3.7.3. Calculation and Stages of Implementation -- 3.7.4. Application -- 3.7.5. Illustration of Use -- 3.7.5.1. Assignment -- 3.7.5.2. Solution -- 3.7.6. Case Study -- 3.7.6.1. Task -- 3.7.6.2. Solution -- 3.8. Price Index -- 3.8.1. Definition and Significance -- 3.8.1.1. The Basic Formula -- 3.8.2. Terms of Use -- 3.8.3. Calculation and Stages of Implementation -- 3.8.4. Application -- 3.8.5. Illustration of Use -- 3.8.5.1. Assignment -- 3.8.5.2. Solution -- 3.8.6. Case Study -- 3.8.6.1. Assignment. 3.8.6.2. Solution -- 3.9. Purchase Intention -- 3.9.1. Definition and Significance -- 3.9.1.1. The Basic Formula -- 3.9.2. Terms of Use -- 3.9.3. Calculation and Stages of Implementation -- 3.9.4. Application -- 3.9.5. Illustration of Use -- 3.9.5.1. Assignment -- 3.9.5.2. Solution -- 3.9.6. Case Study -- 3.9.6.1. Assignment -- 3.9.6.2. Solution -- 3.10. Trial -- 3.10.1. Definition and Significance -- 3.10.1.1. The Basic Formula -- 3.10.2. Terms of Use -- 3.10.3. Calculation and Stages of Implementation -- 3.10.4. Application -- 3.10.5. Illustration of Use -- 3.10.5.1. Assignment -- 3.10.5.2. Solution -- 3.10.6. Case Study -- 3.10.6.1. Assignment -- 3.10.6.2. Solution -- 3.11. Repurchase -- 3.11.1. Definition and Significance -- 3.11.1.1. The Basic Formula -- 3.11.2. Terms of Use -- 3.11.3. Calculation and Stages of Implementation -- 3.11.4. Application -- 3.11.5. Illustration of Use -- 3.11.5.1. Assignment -- 3.11.5.2. Solution -- 3.11.6. Case Study -- 3.11.6.1. Assignment -- 3.11.6.2. Solution -- 3.12. Brand Usage -- 3.12.1. Definition and Significance -- 3.12.1.1. The Basic Formula -- 3.12.2. Terms of Use -- 3.12.3. Calculation and Stages of Implementation -- 3.12.4. Application -- 3.12.5. Illustration of Use -- 3.12.5.1. Assignment -- 3.12.5.2. Solution -- 3.12.6. Case Study -- 3.12.6.1. Assignment -- 3.12.6.2. Solution -- 3.13. Penetration Rate -- 3.13.1. Definition and Significance -- 3.13.1.1. The Basic Formula -- 3.13.2. Terms of Use -- 3.13.3. Calculation and Stages of Implementation -- 3.13.4. Application -- 3.13.5. Illustration of Use -- 3.13.5.1. Assignment -- 3.13.5.2. Solution -- 3.13.6. Case Study -- 3.13.6.1. Assignment -- 3.13.6.2. Solution -- 3.14. Market Coverage Index -- 3.14.1. Definition and Significance -- 3.14.1.1. The Basic Formula -- 3.14.2. Terms of Use -- 3.14.3. Calculation and Stages of Implementation. 3.14.4. Application.
In Mastering Market Analytics, Robert Kozielski presents different measurement systems and marketing activities, along with common mistakes made by organizations and managers in the process of building measurement, and illustrates how to avoid these mistakes.