Topic 10: Measurement

Question 1

What gets measured

Answer 1

gets done

Question 2

Poor measurement Tescos

Answer 2

• £263 million overstatement of profits

- 2014 David lewis took over

Question 3

Marketing Control / Performance Management

Answer 3

• Objectives E.g. Increase sales in-store by 20% during Christmas period
• KPIS/Metrics E.g. Average Sales per customer
• Sources E.g. Till records
• Output E.g. Real time dashboard for store manager

Question 4

KPIs: Sales Revenue

Answer 4

Revenue in period= Average Revenue per customer x Number of customers in period

Question 5

KPIs: Customer Value

Answer 5

Lifetime value of average customer=

Average sale per customer x Average purchase frequency x Average retention per customer

Question 6

Balance scorecard (4)

Answer 6

Objective
KPIs/metrics
Targets
Initiatives