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Printable Handouts
Navigable Slide Index
- Introduction
- A bit about the presenter
- What are metrics?
- Ratios
- Pre-revenue ratios
- Sales force coverage
- Client example
- Break-even analysis
- Small medical device company example
- Ratios to measure sales effectiveness
- Return on sales (ROS)
- Advertising-to-sales ratio
- Online advertising campaign example
- Customer acquisition cost (CAC)
- Digital marketing metrics
- Digital marketing metrics: traffic
- Digital marketing metrics: conversion
- Digital marketing metrics: revenue metrics
- Closing words
- Questions?
This material is restricted to subscribers.
Topics Covered
- Revenue and effectiveness ratios
- Break-even analysis
- Return on sales
- Customer acquisition cost
- Digital marketing metrics
Talk Citation
Denault, J. (2020, April 30). Marketing metrics [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved December 14, 2024, from https://doi.org/10.69645/PGAS5045.Export Citation (RIS)
Publication History
Other Talks in the Series: Marketing Strategy
Transcript
Please wait while the transcript is being prepared...
0:00
Welcome to our Marketing Strategy for Life Sciences Course.
Today we will be talking about marketing metrics.
0:07
As always, I will be presenting the course.
I'm an independent consultant,
an author of multiple books in life sciences,
a graduate in a MBA in Communications and Consulting Management,
and I specialize in the life science sector.
So most of my clients are medical device companies,
nutraceuticals, biotech companies, pharma and healthcare.
I work from small startups to large pharmas.
So there is a lot of ground to cover,
but we will be looking at some of these metrics from more of a start-up perspective.
0:39
What are metrics?
Metrics are quantitative measures that you use to compare and track performance.
They are ratios or objections that you set before you engage into
your marketing strategy to see if you're successfully engaging with your customers,
or your stakeholders, or whomever you are targeting with your strategy.
In marketing, it means looking at sales growth,
revenue, looking at advertising efficiency.
You could also be looking at engagement or customer redirection.
Why you do this?
Well, it's simply to ensure that you are correctly
allocating your resources to the different strategies that you are doing.
If one of the strategies is inefficient or
is not delivering on what it's supposed to be doing,
then you have to have the tools to either readjust,
stop, or restart a new marketing strategy.
So you need to be able to measure what is being successful and what is not.
1:39
So today we'll be looking at three types of ratios.
We'll be looking at pre-revenue ratios,
which are ratios that you use when you are in a pre-revenue situation, such as a startup,
and you can use it to do planning and resource allocation,
some ratios to measure sales effectiveness,
and some ratios to look at digital marketing metrics.
Those will be focused more on online initiatives that you might be engaging with.