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The brand development index or BDI quantifies how well a brand performs in a market, compared with its average performance among all markets. [1] That is, it measures the relative sales strength of a brand within a specific market (e.g., the Pepsi brand among 10–50-year-olds). [2]
Marketing mix modeling (MMM) is an analytical approach that uses historic information to quantify impact of marketing activities on sales. Example information that can be used are syndicated point-of-sale data (aggregated collection of product retail sales activity across a chosen set of parameters, like category of product or geographic market) and companies’ internal data.
Gross rating points are a measure of the impact by a campaign using a specific medium or schedule. It quantifies impressions as a percentage of the target population, multiplied by frequency . This percentage may be greater, or in fact much greater, than 100.
Two key measures of a product's 'popularity' are penetration rate and penetration share. The penetration rate (also called penetration, brand penetration or market penetration as appropriate) is the percentage of the relevant population that has purchased a given brand or category at least once in the time period under study.
Marketing Creative: Even without a change in strategy, better creatives can improve results. Without a change in strategy, AFLAC was able to achieve stunning results with its introduction of the Duck campaign. With the introduction of this new creative concept, the company growth rate soared from 12% prior to the campaign to 28% following it.
Return on brand can be applied in several branding assessment models: The approach of T. Munoz and S. Kumar, who propose to build a branding assessment system based on three classes of metrics (perception metrics, behavioral metrics, financial metrics), which make it possible to evaluate branding effectiveness.
The Bass diffusion model is used to estimate the size and growth rate of these social networks. The work by Christian Bauckhage and co-authors [ 10 ] shows that the Bass model provides a more pessimistic picture of the future than alternative model(s) such as the Weibull distribution and the shifted Gompertz distribution.
Annual growth rate is a useful tool to identify trends in investments. According to a survey of nearly 200 senior marketing managers conducted by The Marketing Accountability Standards Board, 69% of subjects responded that they consider average annual growth rate to be a useful measurement. [1]