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
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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New product Cannibalization Rate explained with simple example
6 | Product Management

Cannibalization Rate

Cannibalization Rate measures the impact of new products on sales revenue for existing products. Cannibalization rate is calculated as ratio between sales lost from existing products and sales of new product.
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Projecting Volume KPI explained with example
6 | Product Management

Projection of Sales

Supports marketeers to project expected sales by decomposing volume. Brand volume in a given period is product of penetration, average purchase frequency and average units per purchase.
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Brand Penetration explained with simple example
1 | Share of Markets & Minds

Brand Penetration

Brand Penetration is a measure of the popularity of the brand. Brand penetration is defined as the number of people who buy a particular brand over a specific period of time divided by the size of the concerned market’s population.
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Market Share explained with simple example
1 | Share of Markets & MindsMetrics

Market Share – All you need to know in 3 minutes

Market Share is a measure of competitiveness and provides a way to gauge the success of a company's marketing efforts in relation to its competitors and its position in the market.
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