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
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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