Marketing Metrics; The Definitive Guide to Measuring Marketing Performance

managers are advised to define the served market in terms of unit sales or revenues for a specific list of competitors, products, sales channels, geographic areas, customers, and time

Generally, sales growth resulting from primary demand (total market growth) is less costly and more profitable than that achieved by capturing share from competitors.

Marketers need to be able to translate sales targets into market share because this will demonstrate whether forecasts are to be attained by growing with the market or by capturing share from competitors.

Market share is the percentage of a market (defined in terms of either units or revenue) accounted for by a specific entity.

some metrics might be ranked lower, but ultimately prove to be useful, after managers fully understand the pros and cons of a particular metric

different businesses will have different rankings is that metrics tend to come in matched sets

businesses don’t always have access (at a reasonable cost) to the metrics they would like to have.

any ranking of marketing metrics from most to least useful will depend on the type of business under consideration