Marketing Analytics

PPT-8 (Marketing Activities Perspective Metrics)

Naveed Ilyas
Visiting Faculty
Institute of Business Management

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 Module 3:
Marketing
Activities
Perspective
Metrics

Ch - 9

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Promotions

Outline

• Advertising: Impressions, Gross Rating

Points, and Opportunities to See
• Cost per Thousand Impressions (CPM)
rates
• Reach / Net Reach and Frequency
• Frequency Response Functions
• Effective Reach and Effective Frequency
• Share of Voice
• Impression , Page views, and Hits
• Clickthrough Rates
• Cost per impression, per click and of
acquisition
• Bounce Rate

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Advertising Media and Web Metrics

Impressions=OTS=Exposures
• Number of times a specific advertisement is
delivered to a potential customer.

• Impressions (#) = Reach (#) x Avg Frequency

• The reach of a specific media vehicle is often expressed

in rating points.

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Advertising Media and Web Metrics

• Gross Rating Points (GRPs)

• The sum of all rating points delivered by the media
vehicles carrying an advertisement or campaign

• Target rating points (TRPs)

• The gross rating points delivered by a media vehicle
to a specific target audience

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Advertising Media and Web Metrics

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Advertising Media and Web Metrics

• Cost per Thousand Impressions (CPM) rates

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Advertising Media and Web Metrics

• Effective Reach & Effective Frequency

• Effective reach is defined as the number of people or the
percentage of the audience that receives an advertising
message with a frequency equal to or greater than effective
frequency

• Share of Voice
• The percentage of advertising in a given market that a
specific product or brand enjoys

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Advertising Media and Web Metrics

• Clickthrough Rates
• The percentage of impressions that lead a user to click on
an ad. It describes the fraction of impressions that motivate
users to click on a link, causing a redirect to another web
location

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 Advertising Media and Web Metrics

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 Advertising Media and Web Metrics

• Cost per Impression, Cost per Click, and Cost per Order

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 Advertising Media and Web Metrics

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 Advertising Media and Web Metrics

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 Advertising Media and Web Metrics

• Bounce Rate

• Measure of the effectiveness of a web site in encouraging

visitors to continue their visit. It is expressed as a
percentage and represents the proportion of visits that end
on the first page of the web site that the visitors sees.

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 Assignment

• Marketing Metrics: Ch 11
 
•Term Project

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 Thank You

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