Marketing Metrics & Buyer Behaviour Questions
Marginal Response:
Companies often segment on usage, loyalty
or tenure; but none of these is a guarantee of
extra sales. So which groups are
most likely to yield
extra sales?
Forecasting: What is the best
way to forecast sales volume, for new and
existing products?
Intermediate Metrics:
Which metrics best predict changes in
market share? Reach? Distribution? Salience?
Brand equity? Recommendation? Latent loyalty?
Channel Productivity: What is
the marginal productivity of sales efforts
through different channels (direct sales force,
wholesalers, brokers, distributors, web,
discounters etc). How does this vary by
industry, firm size, and category maturity?
Latent Loyalty: (1) Does loyalty
to a category change over time? If so, why?
Latent Loyalty:
(2) Which product attributes
generate the highest latent loyalty?
(Brand, pack size, flavour, etc.) Can the
answers guide competitive entry in vulnerable
categories?
Decision Making Principles:
How should we allocate the marketing budget
across different marketing activities?
Store Assortments: When
stores extend their assortments, which categories
should they choose? Which categories should they
drop?
Portfolio Size: How to assess
size of portfolio of SKUs" - when does giving
more choice backfire?
Targeting: How narrow do
marketers set their targets?
