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7 / 15 / 2013

Churn Baby, Churn


In this edition of Covalent Marketing’s 15 Metrics for Marketing Success, I’m going to talk about Churn.  This is one of those metrics in which most marketers find to be quite simple – until you really think about it.

From a purely definitive standpoint, one could define churn as the percentage of existing customers who chose not to do business with you (on some timely basis; week, month, year).  For example, a customer churn rate of 10 in a year and you started out with 100 customers, you’re left with 90 at the end of the year. read more »

7 / 12 / 2013

Test Drive – It’s Not Just For Cars


If you’ve purchased a car, you have most likely taken it for a test drive. Dealerships are easily able to convert the number of test drives into purchases into a conversion rate.

Someone who tests drives a car has a higher conversion rate to purchasing said car.

The test drive is the essential metric at the evaluative stage of the purchasing cycle. read more »

7 / 10 / 2013

Measuring Brand Awareness


Measuring Brand Awareness is our first metric in our series of the 15 Metrics Every Marketer Should Know.

For soda companies, what is the first brand you think of?

Do you remember which soda brand wants to teach the world to sing, and which is a favorite of Britney Spears and Ray Charles? read more »

7 / 9 / 2013

The 15 Metrics Every Marketer Should Know


“Organizations that embrace marketing metrics and create a data-driven marketing culture have a competitive advantage that results in significantly better financial performance than that of their competitors” – Mark Jeffery. read more »