The marketing metric audit protocol (MMAP) is the Marketing Accountability Standards Board's formal process for connecting marketing activities to the financial performance of the firm. The process includes the conceptual linking of marketing...
The Marketing Accountability Standards Board (MASB), authorized by the Marketing Accountability Foundation (MAF), is an independent, private sector, self-governing organization composed of academics and practitioners. Its primary goal is to...
Retention rate is a statistical measurement of the proportion of people that remain involved with a group from one time period to another. The concept is used in many contexts, including marketing, investment, education, employee management,...
Willingness to recommend is a metric related to customer satisfaction. When a customer is satisfied with a product, he or she might recommend it to friends, relatives and colleagues. This willingness to recommend can be a powerful marketing...
Sales effectiveness refers to the ability of a company's sales professionals to "win" at each stage of the customer's buying process, and ultimately earn the business on the right terms and in the right timeframe. Improving sales effectiveness is...
In marketing, customer lifetime value (CLV or often CLTV), lifetime customer value (LCV), or life-time value (LTV) is an estimation and prediction of the net profit that a customer contributes to during the entire future relationship with a...
Return on marketing investment (ROMI), or marketing return on investment (MROI), is the contribution to profit attributable to marketing (net of marketing spending), divided by the marketing 'invested' or risked. ROMI is not like the other...
Customer satisfaction is a term frequently used in marketing to evaluate customer experience. It is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of...
One of the indicators of the strength of a brand in the hearts and minds of customers, brand preference represents which brands are preferred under assumptions of equality in price and availability. In layman's terms, brand preference relates to the...