Free Template: Run Cross-Tabs in Excel
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Difference between Marketing Metrics and Analytics
The terms of marketing metrics and analytics are often used interchangeably, but they do refer to slightly different concepts. Find out what they are and how they differ.
Why We Need to Use Marketing Metrics
When it comes to marketing, we have two main objectives: to understand what works and how and when it works, and to explain and demonstrate our performance.
Should I Use Unit or Revenue Market Shares?
When calculating market shares a decision needs to be made of whether to monitor relative market shares based upon unit sales or based upon revenue share?
Using Market Share to Track Competitors
Can Use Analyze Relative Market Shares Against Non-Market Leaders? Yes you can – and is often a better metric to consider than a relative market share against the market leader.
Why Use Relative Market Share?
Why should marketers review relative market shares? Let’s find out why relative market shares are often a more insightful metric than ‘normal’ market shares.
Market Concentration and the Herfindahl-Hirschman Index
The Herfindahl-Hirschman index (HHI) is a measure of market concentration. It is calculated by squaring each of the market shares.
BCG Matrix Formulas
This article details the formulas and calculations required to construct the BCG matrix, namely Relative Market Share and Market Growth Rate.
Variations of Market Share
It would be a mistake for a firm to rely upon one market share measure only. Assuming that the firm has access to competitive sales information, then a variety of market share metrics should be calculated and reviewed.
Price Premium Index
Price premium refers to the brand’s price to the consumer relative to a key competitors price or relative to the average price charged in the marketplace. There are two ways to calculate price premium, depending upon whether or not we have access to market share information.
