Analytics for Marketing

Marketing Metrics Matter

Find comprehensive overview of most important marketing metrics.

  • All
  • 1 | Share of Markets & Minds
  • 2 | Advertising & Media
  • 3 | Digital Marketing
  • 4 | Price & Promotion
  • 5 | Sales & Channel
  • 6 | Product Management
Media Impressions explained with simple example
2 | Advertising & Media

Impressions

An impression is generated each time an advertisement is viewed. The number of impressions achieved is a function of an ad’s reach – that is the number of people seeing it -, multiplied by its frequency – that is the number of times they see it.
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Gross Rating Points (GRP) explained with simple example
2 | Advertising & Media

Gross Rating Points (GRPs)

Gross rating point (GRP) is a common metric in traditional ad buying that measures the exposure of a given ad campaign. GRPs quantify impressions as a percentage of a target audience, multiplied by the frequency in which that audience sees the ad.
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Advertising Cost per Click explained with simple example
3 | Digital Marketing

Cost-Per-Click (CPC)

Cost-per-click represents the cost to the advertiser every time someone clicks on their ad. Cost per click is calculated by dividing the costs by the number of clicks. Advertisers commonly use cost per click with a set daily or weekly budget for a campaign.
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Click-Through-Rate explained with simple example
3 | Digital Marketing

Click-Through-Rate (CTR)

In online advertising, the click-through rate (CTR) is the percentage of individuals viewing a web page who view and then click on a specific advertisement that appears on that page. Click-through rates measure how successful an ad has been in capturing users' attention.
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Price Premium explained with simple example
4 | Price & Promotion

Price Premium

Price premium refers to the difference between the price of a product and the perceived value of the product to the consumer. Price Premium is calculated as percentage by which the price of a given brand exceeds a benchmark price. Benchmark price being a specific competitor or weighted average across ...
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Price Elasticity explained with simple example
4 | Price & Promotion

Price Elasticity

Price elasticity of demand is a measurement of the change in the consumption of a product in relation to a change in its price. Elasticity can be described as elastic—or very responsive—unit elastic, or inelastic—not very responsive.
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Numeric Distribution explained with simple example
5 | Sales & Channel

Numeric Distribution

Numeric distribution is a measurement of a company’s ability to convey a product to its customers. It measures the physical availability. It is defined as number of stores, selling Brand A, divided by the total number of stores in the market.
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Weighted Distribution explained with simple example
5 | Sales & Channel

Weighted Distribution

Weighted Distribution is a refined measurement of product availability. It helps marketeers to understand whether a given product is gaining distribution in outlets where customers look for its category.
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Total Distribution Points explained with simple example
5 | Sales & Channel

Total Distribution Points

Weighted Distribution measures the breadth of distribution, that is in how many store the brand is available. Total Distribution Points (TDP) factor in the depth of the distribution, and thus shows a more complete picture in measuring the weighted distribution of all SKUs a brand has.
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Assortment Depth per Store explained with simple example
5 | Sales & Channel

Assortment Depth per Store

Assortment depth per store is an important measure for physical availability. It quantifies how many SKUs (single products) of a brand a sold in an average store. The measure is calculated by dividing a brand’s weighted distribution by the total distribution points.
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