Scribd Logo
Upload

Welcome to Scribd!

  • 52 views

    Marketing Analytics: PPT-8 (Marketing Activities Perspective Metrics)

    Uploaded by

    Madeeha Khan
    This document provides an overview of key marketing activity metrics from the perspective of promotions. It defines common metrics for advertising impressions, reach, frequency, gross rating points, target rating points, cost per thousand impressions, effective reach and frequency, share of voice, clickthrough rates, and bounce rates. The document also discusses calculating impressions from reach and frequency and how various advertising metrics are used to measure the performance of promotional activities and websites.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Marketing Analytics: PPT-8 (Marketing Activities Perspective Metrics)

    Uploaded by

    Madeeha Khan
    52 views16 pages
    This document provides an overview of key marketing activity metrics from the perspective of promotions. It defines common metrics for advertising impressions, reach, frequency, gross rating points, target rating points, cost per thousand impressions, effective reach and frequency, share of voice, clickthrough rates, and bounce rates. The document also discusses calculating impressions from reach and frequency and how various advertising metrics are used to measure the performance of promotional activities and websites.

    Original Title

    MA-8

    Copyright

    © © All Rights Reserved

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document provides an overview of key marketing activity metrics from the perspective of promotions. It defines common metrics for advertising impressions, reach, frequency, gross rating points, target rating points, cost per thousand impressions, effective reach and frequency, share of voice, clickthrough rates, and bounce rates. The document also discusses calculating impressions from reach and frequency and how various advertising metrics are used to measure the performance of promotional activities and websites.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    52 views16 pages

    Marketing Analytics: PPT-8 (Marketing Activities Perspective Metrics)

    Uploaded by

    Madeeha Khan
    This document provides an overview of key marketing activity metrics from the perspective of promotions. It defines common metrics for advertising impressions, reach, frequency, gross rating points, target rating points, cost per thousand impressions, effective reach and frequency, share of voice, clickthrough rates, and bounce rates. The document also discusses calculating impressions from reach and frequency and how various advertising metrics are used to measure the performance of promotional activities and websites.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 16

    Marketing Analytics

    PPT-8 (Marketing Activities Perspective Metrics)

    Naveed Ilyas
    Visiting Faculty
    Institute of Business Management

    1
    Module 3:
    Marketing
    Activities
    Perspective
    Metrics

    Ch - 9

    2
    Promotions

    Outline

    • Advertising: Impressions, Gross Rating


    Points, and Opportunities to See
    • Cost per Thousand Impressions (CPM)
    rates
    • Reach / Net Reach and Frequency
    • Frequency Response Functions
    • Effective Reach and Effective Frequency
    • Share of Voice
    • Impression , Page views, and Hits
    • Clickthrough Rates
    • Cost per impression, per click and of
    acquisition
    • Bounce Rate

    3
    Advertising Media and Web Metrics

    Impressions=OTS=Exposures
    • Number of times a specific advertisement is
    delivered to a potential customer.

    • Impressions (#) = Reach (#) x Avg Frequency

    • The reach of a specific media vehicle is often expressed


    in rating points.

    4
    Advertising Media and Web Metrics

    • Gross Rating Points (GRPs)


    • The sum of all rating points delivered by the media
    vehicles carrying an advertisement or campaign

    • Target rating points (TRPs)


    • The gross rating points delivered by a media vehicle
    to a specific target audience

    5
    Advertising Media and Web Metrics

    6
    Advertising Media and Web Metrics

    • Cost per Thousand Impressions (CPM) rates

    7
    Advertising Media and Web Metrics

    • Effective Reach & Effective Frequency


    • Effective reach is defined as the number of people or the
    percentage of the audience that receives an advertising
    message with a frequency equal to or greater than effective
    frequency

    • Share of Voice
    • The percentage of advertising in a given market that a
    specific product or brand enjoys

    8
    Advertising Media and Web Metrics

    • Clickthrough Rates
    • The percentage of impressions that lead a user to click on
    an ad. It describes the fraction of impressions that motivate
    users to click on a link, causing a redirect to another web
    location

    9
    Advertising Media and Web Metrics

    10
    Advertising Media and Web Metrics

    • Cost per Impression, Cost per Click, and Cost per Order

    11
    Advertising Media and Web Metrics

    12
    Advertising Media and Web Metrics

    13
    Advertising Media and Web Metrics

    • Bounce Rate

    • Measure of the effectiveness of a web site in encouraging


    visitors to continue their visit. It is expressed as a
    percentage and represents the proportion of visits that end
    on the first page of the web site that the visitors sees.

    14
    Assignment

    • Marketing Metrics: Ch 11
     
    •Term Project

    15
    Thank You

    16

    You might also like