营销量化指标.pdf

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1、 2.Share of Hearts,Min ds.Reve nue Market Share 销售额市场份额 and Markets 情感份额 心理份额 Unit Market Share 销售量市场份额 Relative Market Share 相对市场份额 市场份额 Ch 1,2,3 of MM14 Brand Developme nt In dex Category Developme nt In dex Decompositi on of Market Share Market Pen etrati on 市场渗透率 Brand Pen etrati on 品牌渗透率 Pen et

2、rati on Share 品牌渗透份额 Share of Requireme nts/Share of Wallet(SOW)钱包份额 Heavy Usage In dex 重度使用指数 Aware ness 知名度 Top of Mind/Top-of-mi nd aware ness 第一提及知名度 Ad Aware ness 广告知名度 Bran d/Product Kno wledge Con sumer Beliefs Purchase Inten ti ons 购买倾向 Purchase Habits Loyalty Likeability 偏好度 Willi ngn ess t

3、o Recomme nd Customer Satisfacti on 顾客满意度 Net Promoter Willi ngn ess to Search 部分 指标英文名称 指标中文名称 解释 公式 Margi ns Channel Margins Average Price per Unit Price per Statistical Un it Contribution per Unit Contribution Margin(%)Break-Eve n Sales Level 盈亏平衡销售水平 Target Volume 目标销量 Target Reve nues 目标收入 Tria

4、l Repeat Volume Pen etrati on 渗透 Volume Projectio ns 销售量预测 4.Product and Portfolio Man ageme nt 产品和组合管理 Ch 12&13of MM14 Year-on-Year Growth(a nnual growth)Compou nd Annual Growth Rate(CAGR)Cann ibalizati on Rate Fair Share Draw Rate Brand Equity Metrics Conjoint Utilities Segme nt Utilities Conjoi n

5、t Utilities and Volume Projectio ns 年增长率 5.Customer Profitability 顾客获利性 Customers(customer counts)顾客（顾客数量）Recency 消费时间间隔 利润率 3.Marg ins and Profits 利润率和利润 Ch 14 of MM14 Variable and Fixed Costs 变动成本和固定成本 Market ing Spending Ch 5&8of MM14 Rete nti on Rate Customer Profit 6.Sales Force and Channel Man

6、 ageme nt 销售人员和渠道 管理 Ch 15&16of MM14 Customer Lifetime Value Prospect Lifetime Value Average Acquisiti on Cost Average Rete nti on Cost Workload Sales Pote ntial Forecast Sales Goal Sales Force Effective ness Compe nsati on Break-Eve n Number of Employees Sales Funn el,Sales Pipeli ne Numeric Distri

7、butio n All Commodity Volume(ACV)Product Category Volume(PCV)Total Distributio n 顾客保留率 顾客利润 顾客终身价值 销售潜力预测 销售目标 销售人员效果 报酬 7.Pricing Strategy 定价策略 Ch 14of MM14 Category Performa nee Ratio Out of Stock Inven tories Markdow ns Direct Product Profitability(DPP)Gross Margin Retur n on Inven tory In vestme

8、 nt(GMROII)Price Premium Reservatio n Price 价格溢价 Perce nt Good Value Optimal Price 最优价格 Residual Elasticity Baseli ne Sales In creme ntal Sales/Promoti on Lift Redempti on Rates Costs for Coup ons and Rebates Perce ntage Sales with Coup on Perce nt Sales on Deal Pass-Through Price Waterfall Impressi

9、 on s/Exposure 曝光量 Gross Rati ng Poi nts(GRPs)毛评点 Cost per Thousa nd Impressi ons(CPM)Net Reach Average Freque ncy Freque ncy Resp onse Functions Effective Reach 有效到达率 Effective Freque ncy Share of Voice Pageviews Rich Media Display Time Rich Media In teractio n Rate Clickthrough Rate Cost per Click Cost per Order 8.Promoti on 促销 9.Advertisi ng Media and Web Metrics 广告媒体和网 络量化 Ch 17&19of MM14 Cost per Customer Acquired Visits Visitors Aba ndonment Rate Bounce Rate Frie nds/Followers/Supporters