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    Marketing Analytics: PPT-1 (Introduction & Financial Perspective Metrics)

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    Madeeha Khan
    This document provides an introduction to a course on marketing analytics. It outlines the following key points: 1. It introduces the course structure, including group formations and a term project. 2. It discusses how marketing is both an art and a science, and how data-driven metrics are increasingly important for measuring marketing performance and accountability. 3. It provides an overview of the different modules to be covered, including financial perspective metrics like margins, profits, and breakeven analysis in the first module.

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    Marketing Analytics: PPT-1 (Introduction & Financial Perspective Metrics)

    Uploaded by

    Madeeha Khan
    203 views26 pages
    This document provides an introduction to a course on marketing analytics. It outlines the following key points: 1. It introduces the course structure, including group formations and a term project. 2. It discusses how marketing is both an art and a science, and how data-driven metrics are increasingly important for measuring marketing performance and accountability. 3. It provides an overview of the different modules to be covered, including financial perspective metrics like margins, profits, and breakeven analysis in the first module.

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    MA-1

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    This document provides an introduction to a course on marketing analytics. It outlines the following key points: 1. It introduces the course structure, including group formations and a term project. 2. It discusses how marketing is both an art and a science, and how data-driven metrics are increasingly important for measuring marketing performance and accountability. 3. It provides an overview of the different modules to be covered, including financial perspective metrics like margins, profits, and breakeven analysis in the first module.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    203 views26 pages

    Marketing Analytics: PPT-1 (Introduction & Financial Perspective Metrics)

    Uploaded by

    Madeeha Khan
    This document provides an introduction to a course on marketing analytics. It outlines the following key points: 1. It introduces the course structure, including group formations and a term project. 2. It discusses how marketing is both an art and a science, and how data-driven metrics are increasingly important for measuring marketing performance and accountability. 3. It provides an overview of the different modules to be covered, including financial perspective metrics like margins, profits, and breakeven analysis in the first module.

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    You are on page 1of 26

    Marketing Analytics

    PPT-1 (Introduction & Financial Perspective Metrics)

    Naveed Ilyas Saya


    naveedilyassaya.com

    1
    Introduction
    • Class Introduction
    • Your Name, Job,
    Accomplishments, Goals, Why this
    course ?

    • Course Structure

    • Term Project

    • Group Formation

    • Industry and the analytics


    • One presentation / class

    2
    Naveed Ilyas Saya

    i Corporate Trainer &


    Keynote Speaker

    ii Co-Author - Cases &


    Practices of Pakistani
    Corporation

    iii Marketing Consultant

    iv Ex President –
    Marketing Society of
    IoBM

    v Member – Harvard
    Business Publishing
    School for Educators
    vi Winner of All Pakistan
    Business Plan
    Competition - LUMS
    Introduction

    • WhatsApp group (optional)


    • Google Drive link

    • CR
    •Presentation schedule from
    next session
    •Reminder for Cases / Articles

    4
    Marketing

    Art or Science ?

    What have you


    learned so far in
    Marketing ?

    5
    Marketing Analytics
    • Market valuations often rest upon
    aggressive assumptions for customer
    acquisition and organic growth.

    • Measurable performance and


    accountability have become the keys to
    marketing success.

    • Data beats Opinion – Google

    • If you can’t measure it, you can’t manage


    it.”

    • Marketing management process

    6
    Course Structure

    Financial Perspective Customer Perspective


    Metrics Metrics

    Marketing Activities Systems of Metrics and


    Perspective Metrics Marketing Dashboards

    7
    Research on Analytics

    Text Book: Marketing Analytics

    Industries
    Aerospace Automobiles
    Banking Chemicals
    FMCG Construction
    Computers Consulting
    Education Distribution
    Investment Government
    Health Care Housing
    Insurance IT
    Manufacturing Materials
    Medical Devices Paints
    Pharmaceuticals Retailing
    Software Telecommunication
    Transportation

    8
    Module 1:
    Financial
    Perspective
    Metrics

    Ch 3 & Ch 10

    9
    Margins and Profits

    Purpose of a business is to create a


    customer as well as ……..

    Usually multiple variations of a product


    are sold at multiple prices, through
    multiple channels, incurring different
    costs along the way

    Structure
    Basic Calculations
    Chaining calculations
    Statistical Unit
    Contribution Margin
    Breakeven Sales

    10
    Margins

    11
    Margins

    12
    Prices and Channel Margins

    13
    Prices and Channel Margins

    14
    Average Price per Unit and Price per
    Statistical Unit

    • Average prices can be calculated by


    weighting different unit selling prices by
    the percentage of unit sales for each
    product variant

    • If we use a standard, rather than an


    actual mix of sizes and product
    varieties, the result is price per
    statistical unit.

    • Reason ??

    15
    Breakeven and Contribution Margin

    • Read the article on Breakeven and


    Contribution

    16
    Marketing & Finance

    As marketers progress in their careers, it


    becomes increasingly necessary to
    coordinate their plans with other
    functional areas.

    Structure
    •Net profits and return on sales
    •Economic Profits
    •Net Present Value
    •Internal Rate of Return
    •Return on Marketing Investment

    17
    Net Profits, ROS & ROI

    18
    Economic Profit & Multi period
    Investments

    19
    Net Present Value

    20
    IRR – Internal Rate of Return

    21
    ROMI

    22
    Question

    Analysis ?? Should they go for a direct mail campaign???

    23
    Analysis

    24
    Video and Assignment

    Video: Marketing Analytics

    Marketing Metrics: Ch 1, 3 & 10

    Marketing Analysis Toolkit:


    Breakeven Analysis for Marketing,
    Harvard Business School

    25
    Thank You

    26

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