Marketing metrics

Information overload is a new challenge in e-commerce sites. The problem refers to the fast growing of information that lead following the information flow in real world be impossible. Recommender systems, as the most successful application of information filtering, help users to find items of their interest from huge datasets. Collaborative filtering, as the most successful technique for recommendation, utilises social behaviours of users to detect their interests. Traditional challenges of Collaborative filtering, such as cold start, sparcity problem, accuracy and malicious attacks, derived researchers to use new metadata to improve accuracy of recommenders and solve the traditional problems. Trust based recommender systems focus on trustworthy value on relation among users to make more reliable and accurate recommends. In this paper our focus is on trust based approach and discuss about the process of making recommendation in these method. Furthermore, we review different proposed trust metrics, as the most important step in this process.

In a highly competitive environment where competition for profitable customers becomes increasingly fierce, the growing importance of marketing actions as strategic activities is highlighted. This importance carries duties, responsibilities, and requests to be met in a corporate environment. It becomes natural that top management of companies requires performance evaluations based on well-defined and established measurements of results. More than indicators of results, corporations need to justify their investments with greater responsibility to ensure transparency with stakeholders, as well as provide better remuneration to Shareholders. Principles of Corporate Governance, Accountability and Compliance become essential in corporations that exert the best market practices and use performance metrics as a means of accountability. Those that have market orientation require appropriate and specific metrics that measure customer satisfaction in order to ensure the delivery of superior value compared to competitors, because customers are marketing assets and generate significant shareholder value. This thesis aims to study performance metrics, which are regularly used by marketing managers to analyze results, resource allocation and Accountability. To reach the proposed objective, this study was organized in two parts: the first deals with the survey of theoretical framework, which aimed at organizing knowledge of the performance metrics proposed in the literature, the evolution of marketing ideas and their influence in the development and use of metrics to measure results, resource allocation, value for Shareholders, Accountability and marketing objectives, market orientation and performance metrics and applications. The second part covers the empirical research, which yielded the identification of the most widespread marketing metrics used by non-prescription drug pharmaceutical companies in Brazil and their managers to measure outcomes, support resource allocation and Accountability in Marketing, as well as those that are considered most important by these professionals. This study was conducted via a quantitative approach, through a structured questionnaire (survey), via the Internet, where the survey instrument was proposed to marketing managers of non-prescription drug pharmaceutical companies. The analysis of data obtained through empirical research has been described in detail, as well as the findings of the use of metrics in accordance with company profile, either by size or origin. Among the main findings and analyzing the evidence presented, the most frequently used metrics are financial and margins & profits when we are analyzing multinational companies. When we analyze the domestic companies, although it also makes use of margins & profits metrics, they used more intensively in its place mapping, segmentation and market positioning metrics, associated with financial metrics.

In practice marketing can and should play an important role in mobile applications when formulating marketing strategies. The aim of this article is to identify the main KPIs to measure the effect of marketing strategies in Mobile Applications. To achieve this goal, we carried out a Systematic Literature Review (SLR) on the topic of Mobile Applications and marketing strategies. The search terms consulted in the databases were KPIs, Marketing and Mobile Applications obtaining a total of n=1088 studies. The databases consulted to extract data where Scopus, PubMed, PsyINFO, ScienceDirect and Web of Science. The results obtained in this research were the identification, development and analysis of the main quantitative and qualitive KPIs to measure the effect of marketing strategies in mobile applications. Furthermore, we name the main scientific journals developing further studies on this subject, as well as on the most relevant topics within the industry. The results of the research can be used to enhance Mobile APP marketing strategy analysis and thus, enhance their development, both in the scientific and the professional sectors.

Productivity metrics provoke mixed responses from the research community. The Open Researcher and Contributor ID (ORCID) facilitates an open and clear data infrastructure to handle publication products. ORCID is a unique identifier that accepts data interoperability for funders, industries, and publishers by exploring indicators for research aspects that they aspire to evaluate instead of using current indicators because they are readily accessible. This manuscript examines the use of ORCID for publication metrics, grant applications, management and reporting platforms. The benefits of ORCID offer a quick way to promote and organize a researcher's work as well as to foster better communication among researchers.

With the advent of technology major aspects of our life is getting digitized. We are leaving digital footprint on a large scale. Retail business is not immune to this. Retail data is the new black. The footprint in the retail context is ubiquitous hence humongous. Use of machines to decipher and get insights from this data into something meaningful and for further action is the realm of Retail analytics. Conceptually this fundamental is axiomatic.  The paper is an exploration to develop a retail analytics framework which can become a rallying model for further discourse in Retail analytics.
Keyword: Retail, Analytics, Market basket analysis, Customer analytics, Supply chain analytics, Gravity modeling,

Objectives. Marketing practitioners aim to demonstrate their contribution to firm performance. During last years Marketing Science Institute considered Marketing Performance Measurement (MPM) a priority in Marketing research and managerial practice. Several contributions on the same topic have been proposed in literature (Rust et al., 2004; Donthu et al., 2005; Sweeney et al., 2015). The ability to measure the marketing performance is considered in some literature a cognitive gap that determined a decrease of marketing relevance within firm and organizations (Kumar 2004; Malter and Ganesan, 2005). The core goal of this paper is to provide a holistic tool of metrics for measuring marketing performance. For this purpose, the contribution offers by co-creation dynamics is considered essential to fill the void existing in current literature on MPM. Methodology. The paper aims to give a theoretical contribution and makes a critical revision of the existing disciplines to explore the cognitive gap existing for measure the marketing performance, with reference to a conceptual model based on three dimensions, articulated as follows: 1) observational and transactional metrics 2) perceptive and not observational metrics and 3) customer potential co-evolution metrics. Findings. The companies innovate because their value proposition has a positive impact on transactions and consequently the quality of the relationship with the customer could be even a effect on its expectations (Janger et al., 2017). The study's findings also suggest that in addition to an increase in influence within organizations, the marketing function could benefit from favorable resource allocation and timely approvals for new marketing initiatives when it is perceived as being accountable. Research limits. The research has a descriptive nature. It has not explored, at this stage of research studies, any empirical validation. The paper is mainly a theoretical one and the managerial implications presented might be only incidental. Practical implications. This work, also propose to increase the contributes to debate on MPM and its possible evolution (Hanssens and Pauwels, 2016). Finally, the paper provides a tool for professional use, to support the management of the companies for the measurement of the marketing metrics in the three examined areas. Originality of the study. The conceptual model for measuring marketing performance in the three dimensions examined is enriched by the contribute of service dominat logic (SDL) in the process of co-creation with customer (Grönroos and Gummerus, 2014). The originality of this paper is to explore the MPM in terms of cognitive gap in management practices. The contribution of consumer-dominant logic in the field of MPM offers new insights for marketing metrics as the role of the customer in the process of value co-creation (Anker et al., 2015).

Advertising and integrated marketing communications (IMC) can account for an important share of expenditures in organizations. Thus, there is considerable need to gauge the effectiveness and return on investment of these expenses. This paper argues that all advertising and IMC ought to be strategic, and as such they must be implemented according to and measured against a precise goal or communication objective. It also proposes a simple classification to set such goals, and by doing so, provides a practical frame of reference to measure the effectiveness of IMC and advertising expenditures.

This study explores which metrics are considered important in measuring marketing performance in Turkish firms. In addition, the study examines the effects of sectoral differences and market dynamism, and the relationship between the importance attached to metrics and firm performance. The data collected from a sample of 145 Turkish firms via a structured questionnaire derived from the literature reveals that the most importance is attached to consumers’ attitudes metrics. Economic value added and customer lifetime value are the least important metrics in performance evaluation. No significant relationship occurs between the importance that executives attach to metrics and firm performance. Managerial implications and future research opportunities will be presented at the end. The study is, as far as is known, the first attempt at aiming to explore marketing metrics in Turkey, and one of a limited number of studies in emerging economies.

After summarizing the theoretical foundations, this paper describes the current states of marketing metrics in Albania. Marketing is broadly defined as the steps that companies follow in order to achieve customer preference and its own goals. This study is focused on the restaurants of Durres, Albania. Throw this study we show that both financial and non-financial measures are used from restaurants in order to continue to predominate. We develop a generalized framework around some measurement categories like financial, competitive, Brand value metrics, Customer value metrics, Word of mouth and referral value metrics, Retention and acquisition metrics, Cross-buying and up-buying metrics, Multi-channel shopping metrics, and Product return metrics. Then we explore the use and the perceived importance of metrics by category, and associations with orientation and performance. This study shows the importance of metrics in restaurants and the benefits that restaurants have from measurement.

Research aim: Nowadays, marketing theory is aiming more and more to measure customers' retention in terms of loyalty attitude towards product and service offered by the firms. While the marketing scholars exploring customer loyalty for the traditional retailing industry are many, very few are the ones investigating the Customer e-Loyalty (CeL) in the online context. The aim of this research proposal is to define a conceptual model of measurement for customers' loyalty for digital retailers (e-commerce retailers, e-banking retailers, e-service providers). Methodology: In order to select the latent and manifest variables of a CeL scale of measurement a literature review has been implemented. The latent variables proposed in literature to measure the CeL construct have been reorganized in a meta-model proposal innovating on the outcomes side respect to the pre-existing ones. Furthermore, in order to adopt the items much more robust in investigating each latent variable, a desk analysis has been conducted on several questionnaires' databases to identify the ones more frequentely adopted in managerial and research context. The next steps of the reserch project will be to test this conceptual (meta) model, trough a structural equation model (SEM) on a sample of Italian digital users, who makes online purchases. Findings: A conceptual model of CeL measurement has been proposed in terms of clear understanding of its manifest and latent variables. In a short run also a statistical assestment of this conceptual model is expected, trying to investigate its reliability and generalizability. Theoretical implication and originality of the study is to propose for marketing and retailing literature a meta model and a measurement scale for CeL to be tested in several geographical settings and industries. Managerial Implication: Once the model will be tested in scientific community the clear understanding of the postulated relationships among the latent variables might encourage the online retailer to figure out appropriate course of actions to win customers' trust by providing better services in order to create a loyal customer base in a digital context. The contribute aims to expand the existing debate on the dimensionality and generalizability of Customer e-Loyalty measurement model.

Recent years, the Marketing Science Institute considered marketing performance measurement (MPM) a priority in marketing research and managerial practice. Several contributions on the same topic have been proposed in literature. The ability to measure the marketing performance is considered, in literature, a cognitive gap that determined a decrease of marketing relevance within firm and organizations. On the basis of relevant literature on retailing and an explorative case study, it will be proposed a model to investigate MPM for a leading retailer. The model is aimed to identify antecedents of " share of purchase " , " share of wallet " and " share of visit " for a consumer goods retailer. The model will be tested on the leading chain Superò, a master franchisee of SMA Spa, under control of the French Auchan Group, located in Campania Region and owned of 27 small supermarkets.

AUTHORS Brighton Nyagadza https://orcid.org/0000-0001-7226-0635 Tatenda Nyauswa ARTICLE INFO Brighton Nyagadza and Tatenda Nyauswa (2019). Parametric insurance applicability in Zimbabwe: a disaster risk management perspective from selected practicing companies.

Recent years, the Marketing Science Institute considered marketing performance measurement (MPM) a priority in marketing research and managerial practice. Several contributions on the same topic have been proposed in literature. The ability to measure the marketing performance is a cognitive gap that determined a decrease of marketing relevance within firm and organizations. Based on relevant literature on retailing and an explorative case study, we propose a conceptual and pragmatic model to investigate MPM for a consumer goods retailer. The model identifies determinants of " share of wallet " : " share of purchase " and " share of visit ". The test of the model has been carried out on three Italian leading chains. Introduction Recent years the analysis and the improvement of the marketing efficiency and effectiveness is one of the most analyzed topics in literature, and one of most interesting for the managerial practice. Aligning strategies and marketing performance metrics with business goals is strategically relevant for the success of the companies. In the retailing business the process of Marketing Performance Measurement (MPM) is particularly important because it permits to better plan the sales, and increase " traffic " both in terms of customers' visits and sellout. The purpose of this paper is to determine the share of visit (SOV) and the share of purchase (SOP) in consumer goods retail industry. Important is to understand which are the levers that foster the customers traffic in the stores and consequently increase their store purchases. The share of wallet (SOW) of each customer derives from these latter components: SOV and SOP. The analysis involves the Fast Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG). FMCGs are sold quickly and at relatively low cost, such as have a short shelf life (i.e., meat, fruits, vegetables, dairy products, and baked goods are highly perishable), and high turnover rates (i.e., alcohol, toiletries, prepackaged foods, soft drinks, and cleaning products). The FMCGs are interesting to investigate because have a low profit's margin (more for retailers than suppliers do), but they are generally sold in large quantities.

While several critics have analyzed the rise of the “micro-celebrity” in the online era (Senft 2008, Marwick 2013, Marwick and boyd 2011, van Dijk 2013), few have worked to historicize these developments, or to situate them within broader political economic transformations in the nature of work and value in the contemporary moment. Assessments of “micro-celebrity” also tend to ignore the central role played by celebrity/brand measurement mechanisms, such as the Nielsen ratings or the Q score, in and through which celebrity value is identified and determined. This paper will attempt to fill these gaps by providing an historical sketch of expressions of celebrity value: as product, industry, property, endorser and brand in the 20th century. It will trace these processes as they appear in the phenomenon of the reality television participant in the 1990s and 2000s and the Internet micro-celebrity, specifically the social media 'influencer' (SMI), in the 21rst century. The paper then focuses on contemporary ‘influence’ measurement metrics, such as Klout, examining the ways in which both the traditional celebrity and the SMI have responded to and been conditioned by these metrics. Finally, the paper will critically assess how and in what ways celebrity value may have changed, and who really benefits from the dispersal of the logics of celebrity value-production in the age of social media.

Performance management has received great recognition among managers as it found to be a convenient way to assess departmental achievements. Since marketing is a cost-generating center, the marketing departments incredibly often face budget allocation problems. Marketers are expected to prove their efficiency by delivering measurable results that may be easily interpreted by all company stakeholders. The idea behind any efficiency indicator is to represent the ratio of logically arranged outputs to inputs. Marketers consider marketing costs as crucial inputs that leverage marketing efficiency in both upstream and downstream directions. According to the CMO Survey conducted by Deloitte, the marketing budget has a very industry-specific representation and varies from 8% in the energy sector to 24% in the consumer-packaged goods industry. The study also revealed important characteristics of marketing costs.

Purpose – The purpose of this paper is to analyze the effectiveness of social couponing campaigns for hotels. In particular, the perceived effectiveness related to four specific objectives is explored (acquiring and retaining new customers, building brand awareness, balancing seasonality and stimulating demand among existing customers). Design/methodology/approach – A questionnaire-based survey was conducted that involved 108 hotels, each of which has run at least one social couponing campaign through Groupon in Italy. The importance-performance approach was applied to analyze the data. Findings – Overall, the perceived effectiveness of social couponing for hotels is quite low. Social couponing is useful to increase brand awareness but does not encourage customer behavioral loyalty. Larger hotels can successfully use this marketing tool to balance demand seasonality. Research limitations/implications – The sample size is limited but includes approximately one-fourth of all Italian hotels that have run social coupon campaigns through Groupon. Only social couponing campaigns run through one daily deal site (Groupon) in one country (Italy) were considered. Practical implications – Social couponing is not perceived as equally effective for all hotels. This study provides hotel managers with suggestions for deciding whether to allocate a share of their marketing resources to social couponing. Originality/value – To the authors’ knowledge, this is the first paper to present field data to complement the available theoretical knowledge on social couponing for hotels.

A work product is a general abstraction that represents something obtained from the software development process. A work product may have many work product kinds. For instance, we might want to have a series of work product kinds that keeps up a correspondence to the overall intent of work products, such as specification, plan, or model. There are three types of work products-Artifact, Outcome and Deliverable. An artifact is formal work product that is produced, modified, or used by a task, defines an area of responsibility and is subject to version control. Outcome primarily describes intangible work products that are a result or state. An Outcome can also be used to represent an informal work product. A deliverable is an output from a process that has a value, material or otherwise, to a customer or other stakeholder. In this paper we have investigated the software metrics to evaluate different work products in analysis & design. Tasks have input and output work products. Roles use work products to perform tasks, and produce other work products in the course of performing tasks. Work products are the responsibility of a single role, making responsibility easy to identify and understand, and promoting the idea that every piece of information produced in the process requires the appropriate set of skills. Even though one role may "own" the work product, other roles will use the work product, perhaps even updating it if the role has been given permission to do so. We have suggested some metrics pertaining to the input and output artifacts. The metrics that we developed are for analysis and design process, software architecture document artifact, and design model artifact. Also we investigated how to quantify the artifact checklist items and make a decision about the quality for different attributes of the process and artifacts, and finally deciding upon the overall quality.

The objective of this study was to obtain information on how packaging influences the different socio-demographic and socio-economic segments in the nutritional field, due to the distortion of information in the packaging of the products affecting the feeding of children between 5-11 years of age, which cause eating disorders such as overweight and obesity. An exploratory-descriptive correlational research of qualitative and quantitative type was developed, using different instruments for data collection. Among the most relevant results we can consider that within the packaging the use of different ranges of striking colors and the presentations of the products together with the purchase of licenses for the use of popular characters are the main influencers in the purchasing process.

Present market industry is pampered with the word " Rural " which is huge market with a triple of its size compared to other country markets. Rural market can be termed as a Dazzling bird with a vast untapped market of resources and opportunities. Where more than half of the national come in generated from market this leads the manufacturers to plunge in to these untapped market. Most of the population in India resides in rural spreading with 65000 villages, speaking various linguistic languages. Lot of transformation is observed in the rural people where they are not interested to follow the old habits of using neem sticks for swaging the teeth, they induced to use paste for cleaning the teeth, these changes are witnessing because of change in income level and literacy rate. People are choosy and conscious in figuring out the life style to mark up for better life to live. Brand consciousness is also budding in the minds of the consumer to lead luxury life, which makes the rural market as demanding market for manufacturers.

This study seeks to explore the possibility of adopting parametric insurance to manage disaster risk in Zimbabwe. The background of the research is caused by recurrent natural disasters and the failure of the government to offer disaster relief after such events. The main objective of the research is to come up with the success factors of adopting parametric insurance to manage disaster risk and its effectiveness in African countries. The study population consists of 32 employees from seven reinsurance companies and 5 from a regulatory body. Self-administered questionnaires and interviews were used to collect the data. The study assumes that Zimbabwe does not have sufficient infrastructure to establish parametric insurance, and the lack of financial capacity is another major problem. 61% of respondents confirmed that they were underwriting natural disasters and the remaining 39% were not. The natural disasters that are being covered in insurance market and under which insurance prod...

Those needing to make a comparative evaluation of image file formats face a daunting task. The main difficulties arise from the large diversity and quantity of image file formats in use. This, coupled with lack of any standard way of describing formats, leaves the unfortunate enquirer with an unenviable job. This article introduces some new format metrics and uses these to show that trends are developing and that the market has already established some clear favorites.