What is a “buying unit” in the ATAR forecasting model?
The starting point in the ATAR forecast is the number of buying units, which is sometimes a misunderstood term.
Unfortunately, some marketing students confuse the term “buying units” with “sales … Read more...
The ATAR Forecasting Model Formula
The ATAR forecasting model is generally used to help marketers forecast sales volumes, sales revenue and profit contribution – primarily for new products, but it can essentially be used for any marketing campaign or project.… Read more...
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 … Read more...
Two broad areas of growth – the market itself and market share
The opportunity for growth in unit sales is underpinned by two aspects:
- The level of growth in the marketplace – that is, the growth phase of the product
When to use market share?
The market share metric is relevant in the following circumstances:
- reasonably accurate information of most/all key competitors sales is available,
- the firm has a good understanding of the scope of its market/s and
- the competitive
The terms of marketing metrics and analytics are often used interchangeably, but they do refer to slightly different concepts.
What is a marketing metric?
A metric can be defined as a single measuring system that quantifies a trend, dynamic, or … Read more...
TOP-LEVEL reasons we want to measure marketing performance
The first set of reasons to use marketing metrics is to increase the skill level and experience of the marketing team.
To understand what works
The field of marketing is … Read more...
Hierarchy of effects model and share of minds and share of hearts
There are numerous hierarchy of effects models that are covered in marketing literature. Probably the most common one was developed in 1961 and is a six stage model … Read more...
What is market concentration?
The market concentration marketing metric uses unit market shares to determine the extent of dominance by the large players in the marketplace. It is a key metric to measure the intensity of competition within a … Read more...
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 … Read more...