Marketing Metrics: The Definitive Guide to Measuring Marketing Performance

Shopping Basket Margin: The profit margin on an entire retail transaction, which may include a number of products. This aggregate transaction is termed the “basket” of purchases that a consumer makes.

Rain Checks, or Make-Goods on Promotions: These measures evaluate the effect on a store of promotional items being unavailable.

Direct product profitability (DPP) shares many features with activity-based costing (ABC). Under ABC, a wide range of costs are weighted and allocated to specific products through cost drivers—the factors that cause the costs to be incurred.

Misshipments: This measures the number of shipments that failed arrive on time or in the proper quantities.

marketing metrics can show problems (and opportunities) that would otherwise be missed.

Gross margin return on inventory investment (GMROII) applies the concept of return on investment (ROI) to what is often the most crucial element of a retailer’s working capital: its inventory.

By applying historical averages, a sales or marketing manager can improve sales forecasts by using the data in a sales funnel.

Warm Lead: A lead that is expected to be responsive. These potential customers may have registered through a Web site or requested product information,

Cold Lead: A lead that has not specifically expressed interest.