Measuring Consumer Attitudes A brand’s ability to measure consumer attitudes provides a very helpful insight into what is driving consumer behavior. Generally a consumer’s attitude towards the various brands in the marketplace has a significant influence over their purchase and word-of-mouth actions. Positive attitudes will lead to positive behavior. But Read full article…

Free online CLV calculator The following free online CLV calculator is ideal for quick calculations of customer lifetime value. If you need a more detailed calculation of customer lifetime value, please download the free Excel template for calculating customer lifetime value. How use the free online CLV calculator You only Read full article…

How to Use the Full CLV Calculator You only need to enter four numbers – please only type over the numbers in the white cells – the numbers in the orange cells are automatically calculated for you. To calculate the customer lifetime value, you will need to enter: Average customer Read full article…

There are five CLV videos available here: Using the free Excel CLV template (available for download on this site) A step-by-step guide to the CLV formula and calculation Using Excel to calculate CLV (without the above template) A guide to understanding discount rates An overview of financial metrics for marketing

Let’s look at the main CLV formula is two ways – the first way in words and then as a CLV equation (see separate article on another one of my websites). As you will see, the main customer lifetime value formula is an extension of the simple CLV formula. The Read full article…

There are relatively few calculations required in order to construct effective BCG matrix. Probably the most difficult decision is to define the market – as there are often numerous ways of defining the market, as is further discussed below. In terms of constructing the BCG matrix after the market definition, Read full article…

Using the BCG matrix for portfolio analysis One of the prime uses of the BCG matrix is for portfolio analysis – that is, to ensure that the overall company has an appropriate mix of business units and/or product in its overall portfolio. In this article on the BCG matrix and Read full article…

The output of the BCG matrix classifies businesses or brands or products into one of four quadrants. Each of these four quadrants are defined by the intersection of two marketing metrics – namely the market growth rate (a measure of market opportunity and potential) and relative market share (a measure Read full article…

Although the BCG matrix is widely used and widely discussed in many strategy and marketing textbooks, it does carry significant practical limitations. One of the more obvious benefits of the BCG matrix is its level of simplicity – in that it only has two dimensions and four quadrants – and Read full article…

Introduction to the BCG matrix The BCG matrix was developed by the Boston Consulting Group in 1968. It is a portfolio matrix tool and is designed for larger companies to map, compare and analyze their existing business divisions (strategic business units) or sets of products. The Boston Consulting Group matrix Read full article…

In marketing strategy subjects, you often learn about different strategic models – some of these will include portfolio models, or portfolio matrixes, or portfolio analyses – which are all interchangeable terms for the same concept. What is a business portfolio? A business portfolio is essentially the same concept as Read full article…