Marketing Metrics List

This marketing metrics list is a combined list of all the metrics and tools discussed on this site.

Please be aware of two things: First, many of these metrics are known by an additional name or names; the multiplicity of names is one symptom of the industry's confusion and lack of consensus over metrics. For simplicity, I have tried to avoid using alternate names.

In some cases, I avoid the industry jargon altogether and use a plain-language name, such as "mental states."

Second, there other metrics in use, in addition to these. I have listed what I believe to be the popular or important ones.

No one, so far as I know, has determined popularity or importance with any precision, or compiled a comprehensive list. If you know otherwise, I would love to hear from you.

What you did (ad placements/media coverage). NAVIGATIONAL

1. Metrics
1. Reach
2. Frequency
3. Gross Rating Points
4. Target Rating Points
5. Impressions
6. Cost per Thousand
7. Cost per Point
8. Number of Clips
9. Media Impressions
10. Accuracy of Coverage
11. Advertising Value Equivalency
2. Tools
1. Content Analysis

1. Metrics
1. Awareness
2. Engagement
3. Understanding
4. Belief
5. Favor
6. Etc.
2. Tools
1. Burke Test
2. Starch Tests
3. Tracking Eye Movements
4. Message Testing
5. Editorial Survey

1. Metrics
1. Asked for more information
2. Subscribed
3. Renewed a subscription
4. Purchased
5. Increased the amount of purchase
6. Increased the frequency of purchase
7. Referred
8. Testified
9. Volunteered
10. Sponsored
11. Avoided an adverse behavior; e.g., didn't boycott
12. Etc.
2. Tools
1. Readership Survey
2. Public Survey
3. Reverse Tracking
4. Isolation
5. Classical Tracking; e.g., clicks, leads, coupons, buys
6. A-B Split
7. Rotation

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