The document discusses marketing productivity metrics, including Purchase Action Ratio (PAR) and Brand Advocacy Ratio (BAR). PAR measures how well companies convert brand awareness into purchases. BAR measures how well companies convert brand awareness into brand advocates. The document outlines ways to decompose and improve PAR and BAR, such as increasing attraction to brands, optimizing curiosity through content marketing, and increasing affinity through customer engagement programs. Improving these ratios can help drive up marketing productivity and reduce unnecessary marketing spending.
A merchant's guide to capturing competitive landscape of Cyber Monday. This is a short summary of decoding retail data for your category performance, decoding consumer behavior and creating a foundation for future planning.
Mech/ Merchandise /Revenue/Gross Profit/Margin/Dollars/Data/Ecommerce/Omnichannel/Retail
Marketing and sales are two very different functions of business, yet they work together to get optimal business results. In this first section, there's an overview of what marketing is to information about jobs marketers can have and more.
Marketing and sales part 2 of 3. In this section there's an overview of sales. From the definition to potential jobs that sales individuals can have and more.
Marketing and Sales alignment continues to be a hot topic. Misalignment is an expensive problem - costing organizations 10% or more of revenue. There are 4 main reasons why misalignment happens - and here's what you can do about it.
How CPGs are Mastering Omnichannel GrowthDina Podnar
Multi-billion-dollar consumer packaged goods manufacturers have embraced the direct-to-consumer online movement. In an industry built on shelf space and traditional advertising, CPGs have had to shift their most foundational strategies. Rather than focusing on brick and mortar efforts, they have had to become experts at a new paradigm online. But in the past year, the efforts have continued to pay dividends.
In 2018 alone, direct-to-consumer sales grew 35%. This growth made it a nearly $60 billion industry in the U.S., according to Information Resources, Inc. Meanwhile, Amazon’s marketing-driven landscape is making it easier than ever for online-only brands to become best sellers.
In this webinar, join Marketplace Strategy’s Co-Founder and CEO Drew Kraemer, who dives into tactics that CPGs should deploy to maintain brand integrity and traditional shelf space.
How to Conduct Comp Shop for Black FridayJoan Braatz
A merchant's guide to spending time in competitors to assess promotional strategies for Black Friday. Leverage consistent comp shop best practices to highlight disruptive signing, traffic driving discounts, and limited edition free standing product displays. Utilize all findings as foundational assortment planning for Black Friday next year.
Maansi Dommeti from Pinterest's Product Marketing team leads this webinar on Pinterest Shopping in Scope with Katie Dettman, Product Marketing Director at 4C, and Anthony Freeman, Product Manager at 4C.
Watch the webinar here: https://youtu.be/wRRvHU18x50
A merchant's guide to capturing competitive landscape of Cyber Monday. This is a short summary of decoding retail data for your category performance, decoding consumer behavior and creating a foundation for future planning.
Mech/ Merchandise /Revenue/Gross Profit/Margin/Dollars/Data/Ecommerce/Omnichannel/Retail
Marketing and sales are two very different functions of business, yet they work together to get optimal business results. In this first section, there's an overview of what marketing is to information about jobs marketers can have and more.
Marketing and sales part 2 of 3. In this section there's an overview of sales. From the definition to potential jobs that sales individuals can have and more.
Marketing and Sales alignment continues to be a hot topic. Misalignment is an expensive problem - costing organizations 10% or more of revenue. There are 4 main reasons why misalignment happens - and here's what you can do about it.
How CPGs are Mastering Omnichannel GrowthDina Podnar
Multi-billion-dollar consumer packaged goods manufacturers have embraced the direct-to-consumer online movement. In an industry built on shelf space and traditional advertising, CPGs have had to shift their most foundational strategies. Rather than focusing on brick and mortar efforts, they have had to become experts at a new paradigm online. But in the past year, the efforts have continued to pay dividends.
In 2018 alone, direct-to-consumer sales grew 35%. This growth made it a nearly $60 billion industry in the U.S., according to Information Resources, Inc. Meanwhile, Amazon’s marketing-driven landscape is making it easier than ever for online-only brands to become best sellers.
In this webinar, join Marketplace Strategy’s Co-Founder and CEO Drew Kraemer, who dives into tactics that CPGs should deploy to maintain brand integrity and traditional shelf space.
How to Conduct Comp Shop for Black FridayJoan Braatz
A merchant's guide to spending time in competitors to assess promotional strategies for Black Friday. Leverage consistent comp shop best practices to highlight disruptive signing, traffic driving discounts, and limited edition free standing product displays. Utilize all findings as foundational assortment planning for Black Friday next year.
Maansi Dommeti from Pinterest's Product Marketing team leads this webinar on Pinterest Shopping in Scope with Katie Dettman, Product Marketing Director at 4C, and Anthony Freeman, Product Manager at 4C.
Watch the webinar here: https://youtu.be/wRRvHU18x50
Decoding the LVMH & Kering Brand Repositioning PlaybookAlexandra Greifeld
Decoding the four components of a successful retail brand positioning, as pioneered by LVHM and Kering. Applying this framework to the repositioning attempt of Tibi, an advanced contemporary women's brand.
A WISE Segmentation Approach to Google Smart Shopping AdsTinuiti
Tinuiti has tested, reiterated, and solved the best solution to leverage the full power of Smart Shopping: a WISE approach. Join us to learn our secret sauce and how this addition to your ecommerce strategy will secure your most efficient ROI.
The impact of point of sale technology on marketing strategySheetal Kamble
Point of sale marketing is a strategy that retailers implement to increase sales, conversion rate, and revenue. This marketing strategy; can be implemented in and around the cash counter, which acts as a revenue booster to retail and restaurant businesses
Nine by Nine: 81 Brands Changing Modern EcommerceKlaviyo
What makes a brand meaningful? Which brands are leading the pack during this pivotal moment for ecommerce?
Klaviyo recently teamed up with our partners at Future Commerce to better understand which brands have staying power and why they're so beloved. The results of that research are summarized and dissected in a new report, Nine by Nine: 81 Brands Changing Our World.
This is not a list. This inaugural report spotlights brands that are distinguishing themselves by making a difference across nine categories that will define the future of ecommerce.
Explore the research, discover key report findings, and have your questions answered in our upcoming webinar featuring expert insights by Phillip Jackson and Brian Lange, co-founders of Future Commerce.
Achieve Account-Based Selling Goals Solving the Alignment DilemmaBarbara Giamanco
Presentation delivered on Day 1 of the 3 Day Sales Summit hosted by BrightTalk. The 9 presentations delivered over the 3 days is being delivered by me and my colleagues from The Sales Expert Channel.
Web Push Notifications | Best Marketing Medium For ShopifyNotifyVisitors
Every eCommerce business preferred to use the best digital marketing medium for your Shopify store is web push notifications to gain sales and purchase.
Increase Your Ecommerce Sales with Magento Specialist - Sigma InfotechSigma Infotech
Remember that there are several Magento developers and experts who specialise in Magento web design and development. But you will need a Magento specialist to strategically plan and deploy promotions.
In this session you'll get best practices in aligning Sales and Marketing teams to drive down costs and increase revenue through a holistic view of your customer’s journey - from demand generation to the final sale and beyond!
Key takeaways:
Increase pipeline through tighter sales and marketing alignment
Execute a winning content marketing strategy
Convert more leads through stronger lead management process
Stay Ahead in 2020: Advertising on the Growing Walmart MarketplaceTinuiti
Walmart is one of the most exciting marketplaces today, with huge internal investment from Walmart and less seller competition than other online marketplaces. With a fast shipping program to rival Amazon Prime, Walmart is the perfect marketplace to drive conversions. While the gap in total ecommerce retail between Walmart and Amazon remains enormous, the retail giant’s ability to accelerate its growth with new innovations to reach more customers is a testament to its commitment to fighting off Amazon in the long run. Join our expert speakers to discover different ways to advertise your products on Walmart.com and the benefits of expanding onto this marketplace.
Cyber Weekend 2020: What to Expect & How to PrepareKlaviyo
The summer may seem like a weird time to think about the holiday season, but it’s never too early to plan for a successful Cyber Weekend. And with everything looking and feeling a little different this year—the earlier, the better.
What can DTC brands expect, and what should they do now to prepare for Cyber Weekend 2020? Klaviyo’s telling all. In addition to analyzing the billions of ecommerce transactions captured by our platform, the team’s been conducting consumer research and studying market trends. Now, we’re sharing these eye-opening insights with you.
Join us as we reveal our Black Friday and Cyber Monday predictions. Then, learn how to capitalize on the holiday weekend with expert insights from Eric Miller, director of CRM & Email for Tinuiti, the largest performance marketing agency in North America. Watch the webinar now.
Building Customer Relationships with UGC & Lifecycle MarketingWhatConts
Learn how to build customer relationships by weaving User Generated Content into your existing Lifecycle Campaigns to help retain customers, grow revenue, and acquire new ones.
Customer journeys are typically portrayed as highly complex. But customer journeys play out on two dimensions, and there are four main journey types. Find out how you can leverage them in your marketing strategies.
New Commerce Conference: Charting a Course to Success with Your Retail Media ...Catalyst
As the retail media ecosystem becomes more complex, brands are leaning into retailers, tech platforms, and agency partners more than ever. Strong partnerships pave the way for successful retail media programs. But where do you begin? How do you build a solid foundation with key players and effectively work together toward shared goals?
Join Kroger, PromoteIQ, and Catalyst to learn how. We’ll share collaboration tips to help you make the most of your retail media partnerships. We’ll explore:
Why it’s critical to understand each retailer’s unique program
Why and how to include retailers in media and marketing planning
How to look beyond the retailer UI & front line metrics
The role of agencies in the retail media ecosystem
Speakers:
Kerry Curran, Managing Partner, Executive Director, Marketing & Growth, GroupM Services, US
Peter Johnson, Client Partner Lead, PromoteIQ
Michael Schuh, Director, Product Strategy & Innovation – Kroger Precision Marketing, 84.51°
Riyaad Edoo, Group Director, Search and eCommerce, Mindshare
Decoding the LVMH & Kering Brand Repositioning PlaybookAlexandra Greifeld
Decoding the four components of a successful retail brand positioning, as pioneered by LVHM and Kering. Applying this framework to the repositioning attempt of Tibi, an advanced contemporary women's brand.
A WISE Segmentation Approach to Google Smart Shopping AdsTinuiti
Tinuiti has tested, reiterated, and solved the best solution to leverage the full power of Smart Shopping: a WISE approach. Join us to learn our secret sauce and how this addition to your ecommerce strategy will secure your most efficient ROI.
The impact of point of sale technology on marketing strategySheetal Kamble
Point of sale marketing is a strategy that retailers implement to increase sales, conversion rate, and revenue. This marketing strategy; can be implemented in and around the cash counter, which acts as a revenue booster to retail and restaurant businesses
Nine by Nine: 81 Brands Changing Modern EcommerceKlaviyo
What makes a brand meaningful? Which brands are leading the pack during this pivotal moment for ecommerce?
Klaviyo recently teamed up with our partners at Future Commerce to better understand which brands have staying power and why they're so beloved. The results of that research are summarized and dissected in a new report, Nine by Nine: 81 Brands Changing Our World.
This is not a list. This inaugural report spotlights brands that are distinguishing themselves by making a difference across nine categories that will define the future of ecommerce.
Explore the research, discover key report findings, and have your questions answered in our upcoming webinar featuring expert insights by Phillip Jackson and Brian Lange, co-founders of Future Commerce.
Achieve Account-Based Selling Goals Solving the Alignment DilemmaBarbara Giamanco
Presentation delivered on Day 1 of the 3 Day Sales Summit hosted by BrightTalk. The 9 presentations delivered over the 3 days is being delivered by me and my colleagues from The Sales Expert Channel.
Web Push Notifications | Best Marketing Medium For ShopifyNotifyVisitors
Every eCommerce business preferred to use the best digital marketing medium for your Shopify store is web push notifications to gain sales and purchase.
Increase Your Ecommerce Sales with Magento Specialist - Sigma InfotechSigma Infotech
Remember that there are several Magento developers and experts who specialise in Magento web design and development. But you will need a Magento specialist to strategically plan and deploy promotions.
In this session you'll get best practices in aligning Sales and Marketing teams to drive down costs and increase revenue through a holistic view of your customer’s journey - from demand generation to the final sale and beyond!
Key takeaways:
Increase pipeline through tighter sales and marketing alignment
Execute a winning content marketing strategy
Convert more leads through stronger lead management process
Stay Ahead in 2020: Advertising on the Growing Walmart MarketplaceTinuiti
Walmart is one of the most exciting marketplaces today, with huge internal investment from Walmart and less seller competition than other online marketplaces. With a fast shipping program to rival Amazon Prime, Walmart is the perfect marketplace to drive conversions. While the gap in total ecommerce retail between Walmart and Amazon remains enormous, the retail giant’s ability to accelerate its growth with new innovations to reach more customers is a testament to its commitment to fighting off Amazon in the long run. Join our expert speakers to discover different ways to advertise your products on Walmart.com and the benefits of expanding onto this marketplace.
Cyber Weekend 2020: What to Expect & How to PrepareKlaviyo
The summer may seem like a weird time to think about the holiday season, but it’s never too early to plan for a successful Cyber Weekend. And with everything looking and feeling a little different this year—the earlier, the better.
What can DTC brands expect, and what should they do now to prepare for Cyber Weekend 2020? Klaviyo’s telling all. In addition to analyzing the billions of ecommerce transactions captured by our platform, the team’s been conducting consumer research and studying market trends. Now, we’re sharing these eye-opening insights with you.
Join us as we reveal our Black Friday and Cyber Monday predictions. Then, learn how to capitalize on the holiday weekend with expert insights from Eric Miller, director of CRM & Email for Tinuiti, the largest performance marketing agency in North America. Watch the webinar now.
Building Customer Relationships with UGC & Lifecycle MarketingWhatConts
Learn how to build customer relationships by weaving User Generated Content into your existing Lifecycle Campaigns to help retain customers, grow revenue, and acquire new ones.
Customer journeys are typically portrayed as highly complex. But customer journeys play out on two dimensions, and there are four main journey types. Find out how you can leverage them in your marketing strategies.
New Commerce Conference: Charting a Course to Success with Your Retail Media ...Catalyst
As the retail media ecosystem becomes more complex, brands are leaning into retailers, tech platforms, and agency partners more than ever. Strong partnerships pave the way for successful retail media programs. But where do you begin? How do you build a solid foundation with key players and effectively work together toward shared goals?
Join Kroger, PromoteIQ, and Catalyst to learn how. We’ll share collaboration tips to help you make the most of your retail media partnerships. We’ll explore:
Why it’s critical to understand each retailer’s unique program
Why and how to include retailers in media and marketing planning
How to look beyond the retailer UI & front line metrics
The role of agencies in the retail media ecosystem
Speakers:
Kerry Curran, Managing Partner, Executive Director, Marketing & Growth, GroupM Services, US
Peter Johnson, Client Partner Lead, PromoteIQ
Michael Schuh, Director, Product Strategy & Innovation – Kroger Precision Marketing, 84.51°
Riyaad Edoo, Group Director, Search and eCommerce, Mindshare
To succeed today, brands need to be creatively powered and data-driven. Marketers need to focus on what really matters, recognize meaningful patterns and trends, and share insights and take action with teammates.
In this session, we'll discuss:
- The 4 steps to being data-driven.
- How traffic sources fit together and what this tells you about the changing context of your customer.
- What is attribution and why is it important?
The more you see, understand and use your data to build on what works and eliminate what doesn't, the better you can connect, communicate and sell.
Brand is Not a Logo: How to Communicate Your True BrandMelissa Harrison
You spend lots of time and energy (and dollars) on creating the perfect look for your organization. Now what? Just because you have a fancy logo doesn’t mean others are listening!
Your organization’s brand must be a package deal – looks, communication and measurement. Learn the importance of identifying your brand voice and engaging others in your conversation. Learn the dos and dont's of brand strategy and how to answer the “what next?” question after your look is set. Get everyone in your organization on board with what you stand for as a
company, as a brand. Get real strategies, real examples, real tips to implement in your own organization.
How Tailor Your Marketing Campaign to DistributorsASI
ASI's own Erica Matus stops by to teach us how she markets to distributors.
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Slides from presentation to ICED Franchise a the 2015 Owners Conference. Joe Kern of MyOrderDesk discussed best practices in Marketing and Selling your Online Ordering Website.
Content needs to be written with one purpose: to be Important. That means that it must anger a response or a attention from the reader. Many companies think that if they create content that fulfills a need or answers a question, they will somehow be compensated with their content being shared by millions.
This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here https://www.brighttalk.com/webcast/8551/63869
COSLA of Chapter 6: Marketing Productivity Metrics from the book Marketing 4.0 by Philip Kotler
By Team Digigimons of UP Diliman enrolled in BA 178 Digital Marketing class
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RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
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Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
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Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
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Kyiv PMDay 2024 Summer
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Youtube – https://www.youtube.com/startuplviv
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Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
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• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
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2. The Outline
01 Marketing Productivity Metrics
02 Purchase Action Ratio and Brand Advocacy Ratio
04 Driving Up Productivity
03 Decompose PAR and BAR
denisealexigo.wordpress.com
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.
denisealexigo.wordpress.com
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
denisealexigo.wordpress.com
5. Purchase Action Ratio (PAR)
Purchase Action Ratio =
Purchase Action
Spontaneous Awareness
denisealexigo.wordpress.com
6. Brand Advocacy Ratio (BAR)
denisealexigo.wordpress.com
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
denisealexigo.wordpress.com
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.
denisealexigo.wordpress.com
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.
denisealexigo.wordpress.com
11. Driving Up Productivity
2. Optimize Curiosity
Focuses on content marketing
• Content ideation and the creation process
• Distribution and amplification
Community Marketing
denisealexigo.wordpress.com
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
denisealexigo.wordpress.com
13. The Outline
01 Marketing Productivity Metrics
02 Purchase Action Ratio and Brand Advocacy Ratio
04 Driving Up Productivity
03 Decompose PAR and BAR
denisealexigo.wordpress.com
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
denisealexigo.wordpress.com
