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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.
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.
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?
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 should marketers review relative market shares? Let’s find out why relative market shares are often a more insightful metric than ‘normal’ market shares.
The Herfindahl-Hirschman index (HHI) is a measure of market concentration. It is calculated by squaring each of the market shares.
This article details the formulas and calculations required to construct the BCG matrix, namely Relative Market Share and Market Growth Rate.
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 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.