Ehrenberg-Bass Institute
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?
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?
