2. The Outline
01 Marketing Productivity Metrics
02 Purchase Action Ratio and Brand Advocacy Ratio
04 Driving Up Productivity
03 Decompose PAR and BAR
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3. Brand Awareness
BRAND AWARENESS
- Usually considered as the gate to the customer
path.
- Brand managers regularly conduct research to
track how well the market remembers and
recognizes their brands.
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4. Purchase Action Ratio & Brand Advocacy
Ratio
Brand Advocacy Ratio
Measures how good companies “convert”
brand awareness into brand advocacies
Purchase Action Ratio
Measures how well the companies “convert”
brand awareness into brand purchase
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5. Purchase Action Ratio (PAR)
Purchase Action Ratio =
Purchase Action
Spontaneous Awareness
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6. Brand Advocacy Ratio (BAR)
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Brand Advocacy Ratio =
Spontaneous Advocacy
Spontaneous Awareness
7. Brand Advocacy Ratio (BAR)
Measures how good companies “convert” brand awareness
into brand advocacies
Brand Advocacy Ratio =
Spontaneous Advocacy
Spontaneous Awareness
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9. Driving Up Productivity
• The more people recall a brand, the more likely it is the brand
will be recommended.
• Biggest benefit of connectivity in the customer path: opportunity to
increase awareness by triggering a conversation among customers. It
allows companies to reduce the volume of their advertising and
consequently to increase their marketing productivity.
• An alternative approach to create more loyal advocates: improve PAR
and BAR scores by improving the critical touchpoints across customer
path from awareness to advocacy.
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10. Driving Up Productivity
1. Increase Attraction
• Brands that are humanized become the most appealing
• Brands that upholds strong social and environmental
values
• Brands that represent lifestyle movements are perceived
to be cool because of great storytelling about larger-than-
life missions, future, etc.
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11. Driving Up Productivity
2. Optimize Curiosity
Focuses on content marketing
• Content ideation and the creation process
• Distribution and amplification
Community Marketing
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12. Driving Up Productivity
3. Increase Affinity
• Increase touchpoints for interaction, customer-
engagement programs
• Gamification – game mechanics to increase
engagement like milestones, perks, benefits
Starbucks planner
Value Cards
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13. The Outline
01 Marketing Productivity Metrics
02 Purchase Action Ratio and Brand Advocacy Ratio
04 Driving Up Productivity
03 Decompose PAR and BAR
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through increasing attraction, optimizing curiosity, increasing affinity
improving marketing productivity and avoid unnecessary waste in marketing spending.
PAR - brand awareness to brand purchase; BAR - brand awareness to brand advocates
14. COSLA Presentation
CHAPTER 6
MARKETING PRODUCTIVITY METRICS
Denise Alexi Go
Digital Marketing
Ateneo Graduate School of Business
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