Cosla chapter6 Marketing Productivity Metrics

ATENEO DE MANILA UNIVERSITY
GRADUATE SCHOOL OF BUSINESS
V86 DIGITAL MARKETING
PREPARED BY: MARIA CRISTINA C SANTIAGO
MARKETING
PRODUCTIVITY
METRICS
Marketing 4.0 Moving from Traditional to Digital

Outline: Marketing Productivity Metrics
1 Move consumers from A1 to A4 and A5 in the Customer
Path
2
3
Define, compute and analyze PAR and BAR
Driving productivity through Marketing Productivity Metrics
4AM Project — WordPress.com and Cristina Santiago LinkedIn
4 Application and real life examples

ATENEO DE MANILA UNIVERSITY | GRADUATE SCHOOL OF BUSINESS
1 MOVE CONSUMERS FROM A1 TO A4 AND A5 IN THE CUSTOMER PATH
Understanding the Customer Path
How can we be the customer’s top-of-mind brand?
How can we get more customers to be willing to recommend or advocate our brand?
How can we improve the process to get to our brand goals?
How can we better understand why our scores go up or down in various periods of time?
How can we improve our results and what marketing interventions do we need to do?
HOW CAN WE MOVE THEM TO A1 to A4 and A5 IN
THE CUSTOMER PATH?

2 DEFINE, COMPUTE AND ANALYZE PAR AND BAR
DEFINING PAR AND BAR
Purchase Action Ratio measures how well companies “convert” brand
awareness into brand purchase
Move from A1 to A4
Brand Advocacy Ratio measures how good companies “convert” brand
awareness into brand advocacy
Move from A1 to A5

COMPUTING BRAND PAR AND BAR
10 people in the market

9 spontaneously recall your brand

7 people buy the brand

2 people spontaneously recommend the brand

PAR = 7 people that bought the brand / 9 people aware of
the brand
77% PAR
BAR = 2 people that spontaneously recommended the brand
/ 9 people aware of the brand
22% BAR

BENEFITS OF PAR
MARKETERS CAN ESTIMATE POTENTIAL MARKET SHARE INCREASES OF
THEIR BRANDS WHEN AWARENESS IS INCREASED

BENEFITS OF BAR
MARKETERS NOW KNOW EXACTLY WHAT INTERVENTION TO MAKE
ACROSS THE CUSTOMER PATH

3 APPLICATION AND REAL-LIFE EXAMPLES
DRIVING UP PRODUCTIVITY
Increase Attraction
Optimize Curiosity
Increase Commitment
Increase Affinity

DRIVING UP PRODUCTIVITY – INCREASE ATTRACTION
What makes brands attractive to customers now?
• Humanization of brands
• Brands that uphold strong social and
environmental values
• Brands that deliver feel good factors for actions
and social cultural transformation
• Experiential and represent lifestyle movements
• Personalization of products and services

DRIVING UP PRODUCTIVITY – OPTIMIZE CURIOUSITY
How to make customers more curious about
our brands?
• Provide customers with appealing
knowledge without giving too much away
• Identifying unique themes that are
relevant to customers and connected to
the brands
• Distribution and amplification of the
content in the right media
• Community marketing
• Searchable and shareable

DRIVING UP PRODUCTIVITY – INCREASE COMMITMENT
How to lock in customer
commitments?
• Deliver superior
experience
• Channel management
• Omni channel
marketing
• Seamless experience
for customers
regardless of
touchpoints

DRIVING UP PRODUCTIVITY – INCREASE AFFINITY
How to increase customer affinity?
• Post purchase experience
• Actual product enjoyment and service
experience
• Customer engagement programs – social
media, call center operations,
gamification, customer service interfaces
• Loyalty programs

Summary: Marketing Productivity Metrics
1 Move consumers from A1 to A4 and A5 in the Customer
Path
2
3
Define, compute and analyze PAR and BAR
Driving productivity through Marketing Productivity Metrics

ATENEO DE MANILA UNIVERSITY
GRADUATE SCHOOL OF BUSINESS
V86 DIGITAL MARKETING
PREPARED BY: MARIA CRISTINA C SANTIAGO
MARKETING
PRODUCTIVITY
METRICS
Marketing 4.0 Moving from Traditional to Digital

Cosla chapter6 Marketing Productivity Metrics

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