Section VI: Resource Allocation Revisited
by David Reibstein, Phillip E. Pfeifer, Neil Bendle, Ronald T. Wilcox, Paul Farris,
The Definitive Guide to Marketing Analytics and Metrics (Collection)
- About This eBook
- Title Page
- Copyright Page
- Contents
- Marketing and Sales Analytics: Proven Techniques and Powerful Applications from Industry Leaders
- Copyright Page
- Praise for Marketing and Sales Analytics
- Foreword
- Acknowledgments
- About the Author
- Introduction
- Part I: Improving Your Odds: Eco-systemic Conditions for Analytic Success
- Part II: Practical Analytics: Proven Techniques and Heuristics
- 5. Practical Frameworks—For Getting On the Same Page
- 6. Practical Research—Beyond Studies for Studies’ Sake
- 7. Practical Analytics—Knowing When to Say When
- 8. Practical Testing—An Underused Approach to Insight
- 9. The Importance—and Limitations—of Storytelling
- 10. Managing Bias—Like Air, Invisible and Everywhere
- Part III: Making Progress
- Part IV: Conversations with Practitioners
- Index
- Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning
- Copyright Page
- Praise for Cutting-Edge Marketing Analytics
- Dedication Page
- Foreword
- Acknowledgments
- About the Authors
- Introduction
- Section I: Resource Allocation
- Section II: Product Analytics
- Section III: Marketing-Mix Analytics
- Section IV: Customer Analytics
- Section V: Digital Analytics
- Section VI: Resource Allocation Revisited
- Index
- Marketing Metrics: The Definitive Guide to Measuring Marketing Performance
- Copyright Page
- Acknowledgments
- About the Authors
- Foreword
- Foreword to Second Edition
- 1. Introduction
- 2. Share of Hearts, Minds, and Markets
- Introduction
- 2.1 Market Share
- 2.2 Relative Market Share and Market Concentration
- 2.3 Brand Development Index and Category Development Index
- 2.4 Penetration
- 2.5 Share of Requirements
- 2.6 Heavy Usage Index
- 2.7 Awareness, Attitudes, and Usage (AAU): Metrics of the Hierarchy of Effects
- 2.8 Customer Satisfaction and Willingness to Recommend
- 2.9 Net Promoter
- 2.10 Willingness to Search
- 3. Margins and Profits
- 4. Product and Portfolio Management
- Introduction
- 4.1 Trial, Repeat, Penetration, and Volume Projections
- 4.2 Growth: Percentage and CAGR
- 4.3 Cannibalization Rates and Fair Share Draw
- 4.4 Brand Equity Metrics
- 4.5 Conjoint Utilities and Consumer Preference
- 4.6 Segmentation Using Conjoint Utilities
- 4.7 Conjoint Utilities and Volume Projection
- 5. Customer Profitability
- 6. Sales Force and Channel Management
- Introduction
- 6.1 Sales Force Coverage: Territories
- 6.2 Sales Force Objectives: Setting Goals
- 6.3 Sales Force Effectiveness: Measuring Effort, Potential, and Results
- 6.4 Sales Force Compensation: Salary/Reward Mix
- 6.5 Sales Force Tracking: Pipeline Analysis
- 6.6 Numeric, ACV and PCV Distribution, Facings/Share of Shelf
- 6.7 Supply Chain Metrics
- 6.8 SKU Profitability: Markdowns, GMROII, and DPP
- 7. Pricing Strategy
- 8. Promotion
- 9. Advertising Media and Web Metrics
- Introduction
- 9.1 Advertising: Impressions, Exposures, Opportunities-To-See (OTS), Gross Rating Points (GRPs), and Target Rating Points (TRPs)
- 9.2 Cost per Thousand Impressions (CPM) Rates
- 9.3 Reach, Net Reach, and Frequency
- 9.4 Frequency Response Functions
- 9.5 Effective Reach and Effective Frequency
- 9.6 Share of Voice
- 9.7 Impressions, Pageviews, and Hits
- 9.8 Rich Media Display Time
- 9.9 Rich Media Interaction Rate
- 9.10 Clickthrough Rates
- 9.11 Cost per Impression, Cost per Click, and Cost per Order
- 9.12 Visits, Visitors, and Abandonment
- 9.13 Bounce Rate
- 9.14 Friends/Followers/Supporters
- 9.15 Downloads
- 10. Marketing and Finance
- 11. The Marketing Metrics X-RAY
- 12. System of Metrics
- Appendix—Survey of Managers’ Use of Metrics
- Bibliography
- Endnotes
- Index
- Wharton School Publishing
Section VI: Resource Allocation Revisited
We revisit resource allocation in this section with Chapter 21, “Dunia Finance LLC Revisited.” This case implements analytics to optimize the cross-sell operations of Dunia. Chapter 22, “Implementing Marketing Analytics,” concludes the book by presenting practical advice to ensure widespread adoption of marketing analytics within an organization.
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