MARKETING ANALYTICS

FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS

MARKETING ANALYTICS

UNIT-I: Introduction to Metrics: Share of Hearts Minds and MarketsMarket Share, Relative Market share, Market concentration, Brand Development Index, Category Development Index, Penetration, Share of requirements, Heavy Usage Index, Awareness Attitudes and usage, Customer satisfaction ,Willingness to recommend Net promoter, Willingness to search.

UNIT-II: Product and Portfolio Management: Trial, Repeat ,Penetration and volume projections, Growth Percentage and CGR, Cannibalization Rate and Fair share draw rate, Brand equity Metrics, Conjoint utilities and consumer preference, Segmentation and conjoint utilities, Conjoint utilities and volume projections.

UNIT-III: Margins and Profits: Margins ,Selling Price and Channel Margins Average Price per unit and price per statistical unit, Variable costs and fixed costs, Marketing spending-Total, fixed and variable, Breakeven analysis and contribution analysis ,Target Volume.

UNIT-IV: Advertising Media and web metrics: Advertising Impressions, gross rating, points and opportunities to see, Cost per thousand impressions, Reach net reach and frequency, hare of voice, Impressions page views and hits, Rich Media Display time, Rich Media Interaction rate, Click through rates, Cost per impressions, Cost per click and cost of acquisition, Visits,
Visitors and abandonment bounce rate, Friends ,followers and supporters, downloads.

UNIT-V: Promotion: Baseline sales , Incremental sales, and promotional lift, Redemption rates for coupons/rebates, Percent sales on deal Percent time on deal and average deal depth, Pass through and price waterfall.