Marketing Metrics, the benefits and uses of selected metrics with a practical example given by Raquel van Niekerk, Marketing Manager of SA Natural products.

1. Marketing MetricsUNIT 15

3. What are Marketing Metrics?
 Quantitative measures used for assessing, controlling or
decision making in all activities of a business venture
 Measure of marketing performance: success and
effectiveness
Profitability = Money IN vs. Money OUT {ROI}
 Why measure marketing?
 Determine how successful their marketing activities
have been, based on:
 Cost-effectiveness
 Relative effectiveness

5. In a recent global study of overIn a recent global study of over
1,200 large companies:1,200 large companies:
 80% of CEOs did not really trust their
marketers, while in comparison
90% of them trusted and valued the opinion
and work of their CFOs and CIOs

6. CEOs think that marketers are too
disconnected from the financial reality
of a company and too often lose sight
of their real jobs, which is to create
continual customer demand for their
product or service in a quantifiable and
business-measurable way!

7. Benefits of Metrics (pg. 567)

8. MARKETING METRICS GIVE USMARKETING METRICS GIVE US
THE BEST INFORMATIONTHE BEST INFORMATION
ABOUT…ABOUT…

12. No standard set of
marketing metrics –
Organizations
develop and adapt
Marketing Metrics to
their needs.
Based on target
marketing and
marketing plan

23. GLACEAU
7000653307 10586- 1 - 2
GLACEAU VITAMIN WATER INSTORE SAMPLING JAN - MAR2015
7000667347 10644- 1 - 1
GLACEAU VITAMIN WATERBOOSTERINSTORE SAMPLING FEB - JUNE 2015
7000653307 10586- 1 - 2
GLACEAU VITAMIN WATER INSTORE SAMPLING JAN - MAR2015
7000667347 10644- 1 - 1
GLACEAU VITAMIN WATERBOOSTERINSTORE SAMPLING FEB - JUNE 2015
As at 31 march 2015

24. instore elements and mechanics
table layout
All 6 varieties will be on
the table to taste
1 x promoterin-storetable top
mood wheel
R4 and R20
off
coupons
old clothing
new clothing
as of march
bottle carriers

25. shiftshift salessales reachreach samplessamples
dashboarddashboard jan – may 2015jan – may 2015
target : 133 176 units
actual : 47 101units to
date
target : 133 176 units
actual : 47 101units to
date
95% of shoppers95% of shoppers
sampled boughtsampled bought
95% of shoppers95% of shoppers
sampled boughtsampled bought
35ml samples
70 239
56 033
shoppers reached
56 033
shoppers reached
shifts
1 921
749
39% completed to date39% completed to date
makro
68 280
28 497
42% achieved to
date
42% achieved to
date
1L 3.3 L
Sampling /
Sales
Ratio

26. group stores total shifts
target per
shift
target
sales in
units
target
sales in
pcs
target sales
in uc
target
consumers
makro 19 569 120 68 280 2 845 6 002.95 56 900
pnp 28 419 48 20 112 838 1 768.18 41 900
shoprite 26 424 48 20 352 848 1 789.28 42 400
spar 32 509 48 24 432 1018 2 147.98 50 900
grand total 105 1 921 133 176 5 549 11 708.39 192 100
campaign targets
mar – may 2015

27. campaign targets by bottler
mar – may 2015
bottler stores
total
shifts
target
sales in
units
target
sales in
pcs
target
sales in uc
target
consumers
abi, midrand 25 534 44 856 1 869 3 943.59 53400
abi, phoenix 19 346 21000 875 1 846.25 34600
abi, pietermaritzburg 2 47 4 416 184 388.24 4700
ccf, bloemfontein 8 152 9 456 394 831.34 15200
ccf, east london 4 24 1152 48 101.28 2400
ccf, nelspruit 2 47 4 416 184 388.24 4700
ccf, polokwane 2 47 4 416 184 388.24 4700
ccf, port elizabeth 9 166 10 128 422 890.42 16 600
penbev, w cape 25 426 27 000 1 125 2 373.75 42 600
shanduka, middelburg 7 102 4 896 204 430.44 10 200
shanduka, nigel 2 30 1 440 60 126.6 3000
grand total 105 1 921 133 176 5 549 1 1708.4 192 100

28. sales by flavour
6 739
units
7 085
units
10 295
units
8 114
units
8 380
units
6 375
units

29. = R14.99= R14.99= R14.99= R14.99= R14.99= R14.99= R14.45= R14.45
sales by chain
 Makro: accounts
for 29% of the
shifts and makes
up 59% of the
sales
Retail Selling Price
 Pnp: accounts for
21% of the shifts
and makes up
14% of the sales
 Shoprite:
accounts for 23%
of the shifts and
makes up 12% of
the sales
 Spar : accounts
for 27% of the
shifts and makes
up 15% of the
sales

30. campaign shift tracker week 1 - 9
shifts
1 921
749
39% completed to date39% completed to date

31. makro sales tracker – week 1 - 9
makro
68 280
28 497
42% achieved to
date
42% achieved to
date
Giveaways resulted in actual
sales increasing far above the
target
Giveaways resulted in actual sales
increasing far above the target

32. reach tracker– week 1 - 9
70 239 shoppers
reached
70 239 shoppers
reached

33. reached : sampled : salesreached : sampled : sales

34. stock report (23-29 mar)
39 shifts out of 117 shifts had no stock of 1 or more varieties
COLOUR MEANING
No Stock; No sales.
Sold Out
No Stock at Start of Shift; stock replenished
No Stock reported at Start of Shift;stock replenished; Sold Out.
The following colours are used in this Shift Report

35. SI: Stock Incident
PL: Potential Loss
PCS: Physical Cases
potential loss due to no stock
2 Feb – 29 March 2015
236
PCS
236
PCS
Total PCS : 236 PCS
Example:
Total varieties out of stock = 103
Ave variety sold per shift = 10
Potential Loss units (103 X 10) = 1 030
Potential Loss PCS (1 030/24) = 43

36. consumer insights and giveaways
23 jan – 29 mar
R4
x 6 908
coupons handed
out
R20
X 919 coupons
handed out

38. comments and feedback
 A few consumers commented that they love
drinking Vitamin Water after a heavy gym
session
 Consumers are asking for a nozzle so that they
can take vitamin water on hikes
 A few consumers are requesting a bigger bottle
 Some consumers requested a lite version

40. Online Metrics

51. Who's doing it right in South Africa
 Fan growth %
 Interactions
 Response time

52. Fan Growth %
Top South African brands' local fan ranking forJanuary
2015

55. Interactions

58. Response Time
Minutes