Metrics is to measure the impact of our campaigns, to know what is effective and what we can further improve on. There are two types of Marketing Productivity Metrics: PAR & BAR
Purchase Action Ratio (PAR)
Convert Awareness --> Act or Purchase
Brand Advocacy Ratio (BAR)
Convert Awareness --> Advocacy
Perfect score is 1.
For both ratios, the HIGHER the BETTER! More recommendations to your brand, free promotion! Increase market share if brand awareness is high and push to increase the commitment level.
Formula is:
Stay Tuned & Stay Hungry!
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