Analysis of Different Marketing Metrics

Marketing Metrics

The baby boom generation is just about to attain the middle age, which is a great prospect for Dawn to make the most of when these individuals attain the age of retirement. The purpose of this paper is to undertake a marketing analysis of Dawn's business model. This paper will take into account the different marketing metrics that will be employed by the company. The marketing metric is a measure which a company can employ to measure the performance level of an organization. There are numerous marketing metrics that can be employed by a company to measure the level of performance. This paper will analyze sales metrics, customer readiness to by metrics, distribution metrics, communication metrics and customer metrics.

Sales Metrics

Sales metrics are a set of individual as well as organizational actions and performance indicators. They are employed to gain an understanding of how effective the company's sales and marketing activities are, as well as whether the company's sales practices are efficient. Being a startup company, Dawn ought to engage in determining the direct sales of the company. Therefore, the company will employ sales growth as a sales metric. The sales growth can be defined as the growth of the average sales and revenue volume of an organization's products and services from one financial period to another. The sales growth of Dawn will be calculated as follows:

Sales growth = (Sales Revenue in T+1 -- Sales Revenue in T) / Sales Revenue in T x 100

The measurable goals of this metric will be done in percentages. For instance, Dawn will project a 20% increase in its sales (Mars, 2013).

'Customer Readiness to Buy' Metrics

Customer centricity is defined as a strategy to undertaking business in which the organization concentrate on generating a constructive and consistent experience for the customer and client at the point of sale. A Customer Centric framework necessitates connectivity through each network of the business, permitting the reliable distribution of the most suitable level of service, welfares, and consumer care to each division of the customer base. The Customer Readiness to Buy metric that will be used by Dawn Company is preference. The company will take into consideration whether it has all the product packages as well as services that the consumers have a preference for. This is because if the company has numerous services that the consumers prefer, it implies that the company will generate more revenues from the consumers and in addition will not require to market itself intensively (Kobie Marketing, 2015). Taking this into account will enable Dawn to provide a great consumer experience to its clients which in turn will increase the number of consumers and also the revenues generated.

Customer Metrics

In definition, customer metrics are basically the measurements that are employed by a company for gauging the consumer. This encompasses aspects such as retention of the consumer, loyalty of its consumer base and also in marketing. In the contemporary times, there are numerous customer metrics which can be employed by a company. In particular, Dawn company will make use of customer satisfaction as a customer metric. Customer satisfaction will be measured by the company in a number of ways. This can be done by the number of referrals given by prevailing consumers to other potential consumers. Another approach is by analyzing the different reviews and recommendations of the company. The company can make use of after-service surveys where the consumers can rate the service given by the company. For instance, the ratings given by the company in the survey can be range from excellent, good, average, poor and very poor. This way, the company will be able to understand whether its consumers are satisfied and the manner in which the company can improve (Kobie Marketing, 2015).

Distribution Metrics

Distribution metrics are measures which are employed by a company to gauge the distribution undertaken by the company. In the contemporary, there being several different channels of distribution, the company can use different metrics to measure its level of distribution. It is imperative to take note that Dawn is a startup company that provides assisted living services to the consumers and therefore there are limited concerns about distribution. This is because the distribution is undertaken at one point and that is the main center. Dawn can make use the average number of sales per point of sale. This will be measured by the number of sales that the company will make for all its clients. The company can measure the amount of sales generated at the end of the second financial year in comparison to the sales revenue generated at the first year.