Brand Scorecard for Marketers
While the creative aspects of marketing come to mind first when most people think about an enterprise’s marketing function, it is really the analytical aspects that guide the overall implementation of programs and allocation of funds. We all like to admire the slick deliverables having to do with advertising and promotion, but let’s all be sure to pay attention to the tracking tools necessary to make executive decisions.
Marketing programs generate a lot of data. A ton of data. I asked a Dashboard Spy reader who builds marketing KPI dashboards to send me a list of marketing metrics and got this list. He call it his “short” list!
Major Marketing Metrics Short List
| Section | Metric |
| Share of Hearts, Minds, and Markets | |
| 2.1 | Market Share |
| 2.1 | Unit Share |
| 2.2 | Relative Market Share |
| 2.3 | Brand Development Index |
| 2.3 | Category Development Index |
| 2.4–2.6 | Market Share |
| 2.4 | Market Penetration |
| 2.4 | Brand Penetration |
| 2.4 | Penetration Share |
| 2.5 | Share of Requirements |
| 2.6 | Heavy Usage Index |
| 2.7 | Hierarchy of Effects |
| 2.7 | Awareness |
| 2.7 | Top of Mind |
| 2.7 | Ad Awareness |
| 2.7 | Knowledge |
| 2.7 | Beliefs |
| 2.7 | Intentions |
| 2.7 | Purchase Habits |
| 2.7 | Loyalty |
| 2.7 | Likeability |
| 2.8 | Willingness to Recommend |
| 2.8 | Customer Satisfaction |
| 2.9 | Willingness to Search |
| Margins and Profits | |
| 3.1 | Unit Margin |
| 3.1 | Margin (%) |
| 3.2 | Channel Margins |
| 3.3 | Average Price per Unit |
| 3.3 | Price Per Statistical Unit |
| 3.4 | Variable and Fixed Costs |
| 3.5 | Marketing Spending |
| 3.6 | Contribution per Unit |
| 3.6 | Contribution Margin (%) |
| 3.6 | Break-Even Sales |
| 3.7 | Target Volume |
| 3.7 | Target Revenues |
| Product and Portfolio Management | |
| 4.1 | Trial |
| 4.1 | Repeat Volume |
| 4.1 | Penetration |
| 4.1 | Volume Projections |
| 4.2 | Growth—Percentage |
| 4.2 | Growth––CAGR |
| 4.3 | Cannibalization Rate |
| 4.3 | Fair Share Draw Rate |
| 4.4 | Brand Equity Metrics |
| 4.5 | Conjoint Utilities and Consumer Preferences |
| 4.6 | Segment Utilities |
| 4.7 | Conjoint Utilities and Volume Projections |
| Customer Profitability | |
| 5.1 | Customers |
| 5.1 | Recency |
| 5.1 | Retention Rate |
| 5.2 | Customer Profit |
| 5.3 | Customer Lifetime Value |
| 5.4 | Prospect Lifetime Value |
| 5.5 | Average Acquisition Cost |
| 5.5 | Average Retention Cost |
| Sales Force and Channel Management | |
| 6.1 | Workload |
| 6.1 | Sales Potential Forecast |
| 6.2 | Sales Total |
| 6.3 | Sales Force Effectiveness |
| 6.4 | Compensation |
| 6.4 | Break-Even Number of Employees |
| 6.5 | Sales Funnel, Sales Pipeline |
| 6.6 | Numeric Distribution % |
| 6.6 | All Commodity Volume (ACV) |
| 6.6 | Product Category Volume (PCV) |
| 6.6 | Total Distribution % |
| 6.6 | Facings |
| 6.7 | Out of Stock % |
| 6.7 | Inventories |
| 6.8 | Markdowns |
| 6.8 | Direct Product Profitability (DPP) |
| 6.8 | Gross Margin Return on Inventory Investment (GMROII) |
| Pricing Strategy | |
| 7.1 | Price Premium |
| 7.2 | Reservation Price |
| 7.2 | Percent Good Value |
| 7.3 | Price Elasticity of Demand |
| 7.4 | Optimal Price |
| 7.5 | Residual Elasticity |
| Promotion | |
| 8.1 | Baseline Sales |
| 8.1 | Incremental Sales/Promotion Lift |
| 8.2 | Redemption Rates |
| 8.2 | Costs for Coupons and Rebates |
| 8.2 | Percentage Sales with Coupon |
| 8.2 | Percent Sales on Deal |
| 8.2 | Percent Time on Deal |
| 8.2 | Average Deal Depth |
| 8.3 | Pass-Through |
| 8.4 | Price Waterfall |
| Advertising Media and Web Metrics | |
| 9.1 | Impressions |
| 9.1 | Gross Rating Points (GRPs) |
| 9.2 | Cost per Thousand Impressions (CPM) |
| 9.3 | Net Reach |
| 9.3 | Average Frequency |
| 9.4 | Frequency Response |
| 9.5 | Effective Reach |
| 9.5 | Effective Frequency |
| 9.6 | Share of Voice |
| 9.7 | Pageviews |
| 9.8 | Clickthrough Rate |
| 9.9 | Cost per Click |
| 9.9 | Cost per Order |
| 9.9 | Cost per Customer Acquired |
| 9.10 | Visits |
| 9.10 | Visitors |
| 9.10 | Abandonment Rate |
| Marketing and Finance | |
| 10.1 | Net Profit |
| 10.1 | Return on Sales—ROS |
| 10.2 | Return on Investment—ROI |
| 10.3 | Economic Profit—EVA |
| 10.4 | Payback |
| 10.4 | Net Present Value (NPV) |
| 10.4 | Internal Rate of Return (IRR) |
| 10.5 | Return on Marketing Investment—ROMI; Revenue |
For a look at an effective way to design a dashboard to surface metrics such as those listed above, let’s return to the VFX Platform demo provided by the talented team at The Dashboard Company.
As you can see from the screenshot, this is a brand performance scorecard. The text is a little hard to read in my screen grab so let me reproduce the description here:
Description of Brand Scorecard
The Brand Scorecard allows you to view the progress of brand equity on several dimensions.
Select a geographic region or market segment you wish to view by dragging the appropriate folder onto the Brand Funnel Progression chart.
To view the performance of brand(s) on overall funnel progression, select which brand(s) you would like to examine in the Funnel Progression Chart. Then choose which funnel stages you want to see - awareness and/or positive opinion and/or purchase intention. You will see a time series chart reflecting the funnel progression for the elements and dimensions you select. To clear the chart and begin again, simply uncheck boxes or drag a new folder onto the chart.
The “heatmap” on the bottom left depicts the current performance of any of the brands on each of several identified attributes. Green indicates a current status of greater than 5% over target; Yellow is between +5% and -5%; Red indicates more than 5% below target. The number in each cell tells you exactly how much above or below target the present score is. The bar in each cell depicts the degree to which the cell is positive, neutral, or negative. This heatmap will accomodate any combination of brands and attributes.
By clicking on any of the cells in the heatmap, you can see the time series trend for that particular brand/attribute combination. You can view a time series of performance versus target on the basis of raw research scores, or versus a composite competitive index. If you want to examine multiple cells simultaneously, hold down your key while selecting cells in the heatmap.
To clear the time series chart, simply click on any cell in the heatmap.
Tags: Brand Scorecard using Xcelsius. Marketing Dashboard, Metrics to track marketing performance.
