营销量化指标

1、解释公式2.Share ofRevenue Market Share销售额市场份额部分指标英文名称指标中文名称Hearts, Minds,and MarketsUnit Market Share销售量市场份额情感份额心理份额市场份额Ch 1,2,3 of MM14Relative Market Share相对市场份额Brand Development IndexCategory Development IndexDecomposition of Market ShareMarket Penetration市场渗透率Brand Penetration品牌渗透率Penetration Share品

2、牌渗透份额Share of Requirements/钱包份额Share of Wallet (SOW)、Heavy Usage Index重度使用指数Awareness知名度Top oMind第一提及知名度/ Top-of-mind awarenessAd Awareness广 名度Brand/Product KnowledgeConsumer BeliefsPurchase Intentions购买倾向Purchase HabitsLoyaltyLikeability偏好度Willingness to RecommendCustomer Satisfaction顾客 度Net Promot

3、erWillingness to SearchTrial4.Product andPortfolioManagement产品和组合管理Ch 12&130f MM145.CustomerProfitability 顾客获利性Repeat VolumePenetration渗透Volume Projections销售量预测Year-on-Year Growth(annual growth)年增长率Compound Annual Growth Rate (CAGR)Cannibalization RateFair Share Draw RateBrand Equity MetricsConjoint

4、 UtilitiesSegment UtilitiesConjoint Utilities and Volume ProjectionsCustomers(customer counts)顾客（顾客数量）消费时间间隔RecencyPercent Good ValuePrice Elasticity of Demand价格需求弹性Optimal Price最优价格Residual ElasticityBaseline SalesIncremental Sales/Promotion LiftRedemption Rates8.Promotion促销Costs for Coupons and Re

5、batesCh 18of MM14Percentage Sales with CouponPercent Sales on DealPass-ThroughPrice WaterfallImpressions/Exposure曝光量Gross Rating Points (GRPs)毛评点Cost per Thousand Impressions (CPM)Net ReachAverage Frequency9.AdvertisingMedia and WebMetrics广告媒体和网络量化Ch 17&190f MM14Frequency Response FunctionsEffective Reach有效到达率Effective FrequencyShare of VoicePageviewsRich Media Display TimeRich Media Interaction RateClickthrough RateCost per ClickCost per OrderCost per