MARKETING METRICS FORMULAS – FULL SUMMARY
🧮 CHAPTER 3 – TARGET, TRIAL & CUSTOMER SATISFACTION
1. Target
- Target volume (#) = (Fixed Cost ($) + Target Profit ($)) / Contribution per
unit ($)
- Target revenue ($) = Target volume (#) × Selling price per unit ($)
= (Fixed Cost ($) + Target Profit ($)) / Contribution margin (%)
2. Trial & Penetration
- Trial rate (%) = First-time triers in period (t) / Total population (#)
- Penetration (t) = [Penetration (t–1) × Repeat rate period (t %)] + First-time
triers in period (t)
- Projected total volume (t) = Penetration (#) × Average frequency of
purchase × Average units per purchase
- Total volume (#) = Trial volume (#) + Repeat volume (#)
= Trial population (#) × Units per purchase (#)
3. Customer Satisfaction
- Net Promoter Score (NPS) = Percentage of Promoters – Percentage of
Detractors
👉 NPS > 70 → rất tốt; 50–70 → tốt; còn lại → trung bình hoặc kém
🏬 CHAPTER 6 – DISTRIBUTION METRICS
1. Numeric Distribution (Distribution Coverage)
- Numeric distribution (%) = (Number of outlets carrying product / Total
number of outlets in market) × 100
2. All Commodity Volume (ACV)
- ACV distribution (%) = (Total sales of stores carrying brand ($) / Total sales
of all stores ($)) × 100
- ACV distribution ($) = Total sales of stores carrying brand ($)
3. Product Category Volume (PCV)
- PCV distribution (%) = (Total category sales of stores carrying brand ($) /
Total category sales of all stores ($)) × 100
- PCV distribution ($) = Total category sales of stores carrying brand ($)
4. Category Performance Ratio (CPR)
- CPR (%) = (PCV (%) / ACV (%)) × 100
→ Khi CPR = 100% → ACV = PCV
5. SKU Profitability
- Markdown ($) = Initial price of SKU ($) – Actual sales price ($)
- Markdown (%) = (Markdown ($) / Initial price of SKU ($)) × 100
6. GMROII (Gross Margin Return on Inventory Investment)
- GMROII (%) = (Gross margin on product sales in period ($) / Average
inventory value at cost ($)) × 100
7. Direct Product Profitability (DPP)
- DPP ($) = Adjusted Gross Margin ($) – Direct Product Cost ($)
- Direct Product Cost ($) = Warehouse cost + Transportation cost + Store
direct cost
- Adjusted Gross Margin = Gross Margin + Slotting allowance – (Refunds
etc.)
💰 CHAPTER 4 – PROFIT, MARGIN & BREAK-EVEN
- Unit Margin ($) = Selling price per unit – Cost per unit
- Margin (%) = Unit Margin / Selling price per unit
- Profit ($) = Total revenue – Total cost
Break-even Analysis
- Break-even volume (#) = Fixed Cost / Contribution per unit
- Break-even revenue ($) = Fixed Cost / Contribution margin (%)
- Contribution per unit ($) = Selling price per unit – Variable cost per unit
- Contribution Margin (%) = Contribution per unit / Selling price per unit
- Break-even revenue ($) = Break-even volume × Price per unit
💸 CHAPTER 5 – RETENTION & CUSTOMER LIFETIME VALUE
1. Retention
- Retention rate (%) = 100% – Churn rate (%)
- Churn rate (%) = 100% – Retention rate (%)
2. Customer Lifetime Value (CLV)
- CLV (with Initial Margin) = (Margin ($) × Retention rate) / (1 + Discount rate
– Retention rate)
- CLV = (Profit Margin ($) / Churn rate)
- CLV ($) = ADV ($) × Frequency (#) × Gross Margin (%) / (1 + Discount rate –
Retention rate)
3. Prospect Lifetime Value (PLV)
- PLV ($) = Acquisition rate × [Initial Margin ($) + CLV ($)] – Acquisition
spending ($)
- Break-even Acquisition Rate (%) = Acquisition spending ($) / [Initial Margin
($) + CLV ($)]
4. Acquisition & Retention Cost
- Average acquisition cost ($) = Acquisition spending ($) / Number of
customers acquired (#)
- Average retention cost ($) = Retention spending ($) / Number of customers
retained (#)
📢 CHAPTER 7 – PROMOTION
- Total Sales ($; #) = Baseline Sales ($; #) + Incremental Sales from Marketing
($; #)
- Promotional Lift (%) = (Incremental Sales / Baseline Sales) × 100
- Cost of Incremental Sales ($) = Marketing Spending ($) / Incremental Sales
($)
Tổng hợp nhiều nguồn tăng doanh số:
Total sales = Baseline sales + [Baseline × Lift from Advertising] +
[Baseline × Lift from Trade Promotion] + [Baseline × Lift from Consumer
Promotion] + [Baseline × Lift from Other Sources]
Total Sales=Baseline sales + Incremental sales from Advertising + +
Incremental sales from trade promotion + Incremental sales from consumer
promotion + Incremental sales from other
📊 CHAPTER 8 – ADVERTISING MEDIA
- Exposure = Frequency × Reach
- Impressions (#) = Reach (#) × Average frequency (#)
- Reach (%) ↔ Rating Point ↔ (GRP point)
CÔNG THỨC BỔ SUNG
1. Profitability & Advertising Media
Profitability of a promotion ($) = Profits achieved with promotion
($) – Estimated profits without promotion ($)
Estimated profits without promotion (Estimated Baseline profit) =
Estimated Baseline profit (Profit calculated on baseline)
2. Price Metrics
Price premium (%) = (Brand A price ($) – Benchmark price ($)) /
Benchmark price ($)
Benchmark price ($): Price of a specific competitor(s) / Average price
paid / Average price displayed / Average price charged
Reservation price = Maximum price a customer is willing to pay
Percent good value = % of customers where selling price ≤
reservation price
Price elasticity of demand (PED) = (Change in Quantity (%)) /
(Change in Price (%))
PED = ((Q_D2 – Q_D1) / Q_D1) / ((P2 – P1) / P1) = %ΔQ_D / %ΔP
Residual price elasticity (RE) = Own price elasticity + Competition
reaction elasticity × Cross elasticity
3. Repeat Volume
Repeat buyers (#) = Trial product (#) × Repeat rate (%)
Repeat volume (#) = Repeat buyers (#) × Repeat unit volume per
purchase (#) × Repeat frequencies (#)
4. Penetration Share – SOR – Usage Index
Penetration Share (%) = Brand penetration (%) / Market penetration
(%) = Customers of brand (#) / Customers of product (#)
Unit Share of Requirement (%) = Brand purchase (#) / Total
category purchase (#)
Revenue Share of Requirement ($) = Brand purchase ($) / Total
category ($)
Usage Index (UI) = Average total purchase in category by brand
customers (# or $) / Average total purchase in category by all
customers (# or $)
5. Market Share & Penetration
Market share (%) = PS (%) × SOR (%) × Heavy Usage Index (I)
Unit market share (%) = Unit sales (#) / Total market sales (#)
Revenue market share (%) = Sales revenue ($) / Total market sales
revenue ($)
Relative market share (%) = Brand’s market share ($ or #) / Largest
competitor’s market share ($ or #)
Market concentration (%) = Tổng thị phần của 3–4 doanh nghiệp
đứng đầu
Market penetration (%) = Customers who purchased a product in the
category (#) / Total population (#)
Brand penetration (%) = Customers who purchased the brand (#) /
Total population (#)
