Common Language

Establishing common language and definitions of marketing activities and metrics will eliminate ambiguity in marketing terminology and encourage trust and collaboration within and across the marketing industry & business communities. Marketing activities and metrics added or edited by MASB on Wikipedia include:

ABCDEFGHIJKLMNOPQRSTUVWXYZ

A

ACV

Abandonment rate

Ad awareness

All commodity volume

Annual growth %

Average price per unit

Average unit price

Awareness

B

BDI

BEP

Bounce rate

Brand

Brand awareness

Brand development index

Brand equity

Brand loyalty

Brand penetration

Brand preference

Break-even (economics)

Break-even analysis

Break-even number of employees

Break-even point

Break-even sales

C

CDI

CLTV

CLV

CP

CPI

CPM

CPP

CPRP

CRP

CTR

Category development index

Category performance ratio

Click-through rate

Contribution analysis

Contribution margin

Contribution margin analysis

Contribution margin ratio

Contribution per unit

Copy testing

Cost per click

Cost per impression

Cost per mille

Cost per order

Cost per point

Cost per purchase

Cost per rating point

Cost per thousand impressions

Customer

Customer lifetime value

Customer profitability

Customer satisfaction

D

Dollar contribution per unit

Dollar market share

E

eCPM

Effective cost per thousand

F

Fixed cost

G

GRP

Gross margin

Gross rating point

Gross sales

I

Impression

L

LCV

Lifetime customer value

Loyalty

LTV

M

Margin (%)

Market concentration

Market penetration

Market share

Marketing

Marketing Accountability Standards Board (MASB)

Marketing Metric Audit Protocol (MMAP)

Marketing research

Marketing spending

MMAP characteristics

N

Net profit

Numeric distribution

O

Operating margin

P

PCV

PPC

Pageview

Pay per click

Payback period

Penetration

Predictive validity

Pre-testing

Price per statistical unit

Price per unit

Price premium

Product category volume

Profit-based sales targets

Q

Quality assurance

R

ROI

ROMI

ROS

Relative market share

Reliability

Retention rate

Return on investment

Return on marketing investment

Return on sales

S

Sales (accounting)

Sales effectiveness

Sales force compensation

Sales force effectiveness

Sales forecasting

Sales potential forecast

Sales territory

Sales total

Served impressions

Session (internet)

Shopping cart software

T

TRP

Target rating point

Target revenues

Target volumes

Top-of-mind awareness

Total cost

U

Unique visitor

Unit contribution margin

Unit margin

Unit market share

Unit price

User lifetime value

V

Validity

Variable cost

Viewable impressions

Visit (internet)

Visitor

Volume projections

W

Willingness to recommend

Standards For Feedback

A rationale and proposed set of principles for brand valuation.

Read Brand Valuation Principles >

The Marketing Metric Audit Protocol (MMAP) is a formal process for connecting marketing activities to financial performance.

Read MMAP  >

An example of how to evaluate marketing metrics according to MMAP, the learning from using an “ideal” metric over time, and how to improve return by applying to better marketing practice.

Read TV Example  >

The characteristics, practices and processes underlying the development and management of an “ideal metric.”

Read Ideal Metric >

© 2014. Marketing Accountability Foundation. All rights reserved.