### 날짜 : 2023-11-04 15:52 ### 주제 : Examples of Marketing Metrics #마케팅 #공부 ---- ### **1. [[Customer Acquisition Cost (CAC)]]:** **1.1. Definition:** - Customer Acquisition Cost (CAC) represents the average cost incurred by a business to acquire a new customer. It includes expenses related to marketing, advertising, sales efforts, and other resources used to attract and convert customers. **1.2. Calculation:** - To calculate CAC, divide the total costs associated with acquiring new customers (marketing expenses, sales team salaries, advertising costs, etc.) by the number of new customers acquired during a specific period. **1.3. Significance:** - CAC helps businesses assess the efficiency of their customer acquisition efforts. A lower CAC indicates that it's more cost-effective to acquire customers, while a higher CAC may warrant a reassessment of marketing strategies. ### **2. [[Customer Lifetime Value (CLV)]]:** **2.1. Definition:** - Customer Lifetime Value (CLV) is the estimated total revenue that a business can expect to earn from a single customer over their entire relationship with the company. It measures the long-term value of a customer. **2.2. Calculation:** - CLV can be calculated by multiplying the average purchase value by the average purchase frequency and then subtracting the customer churn rate (the rate at which customers stop buying from the company). **2.3. Significance:** - CLV helps businesses understand the value of retaining customers and encourages efforts to build long-term customer relationships. It guides decisions on marketing investments and customer retention strategies. ### **3. Return on Investment (ROI):** **3.1. Definition:** - Return on Investment (ROI) is a metric that assesses the profitability of a marketing campaign or initiative. It measures the ratio of the net profit generated by the campaign to the total cost of the campaign. **3.2. Calculation:** - To calculate ROI, subtract the total campaign costs from the revenue generated by the campaign, and then divide that by the total campaign costs. Multiply the result by 100 to express it as a percentage. **3.3. Significance:** - ROI provides a clear measure of the effectiveness of marketing efforts. A positive ROI indicates that the campaign is generating more revenue than it costs, while a negative ROI suggests that adjustments may be needed. ### **4. Conversion Rate:** **4.1. Definition:** - Conversion Rate is the percentage of website visitors or potential customers who take a desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form. **4.2. Calculation:** - To calculate the conversion rate, divide the number of conversions (desired actions) by the total number of visitors or prospects and multiply by 100 to express it as a percentage. **4.3. Significance:** - Conversion rate is a key indicator of how effectively a website or marketing campaign is persuading visitors to take the desired actions. Higher conversion rates generally indicate more successful marketing efforts. ### **5. Click-Through Rate (CTR):** **5.1. Definition:** - Click-Through Rate (CTR) is a metric used in digital advertising and email marketing to measure the percentage of recipients or viewers who clicked on a specific link or call-to-action. **5.2. Calculation:** - To calculate CTR, divide the number of clicks on a link by the number of times the link was shown (impressions) and multiply by 100 to express it as a percentage. **5.3. Significance:** - CTR helps assess the effectiveness of digital marketing campaigns, advertisements, and email content. A higher CTR indicates that the content or ad is compelling and engaging for the audience. ### **6. Customer Retention Rate:** **6.1. Definition:** - Customer Retention Rate measures the percentage of customers who continue to do business with a company over a specific period. It reflects customer loyalty and satisfaction. **6.2. Calculation:** - To calculate the retention rate, divide the number of customers at the end of a period (e.g., a month) by the number of customers at the beginning of the period, and multiply by 100 to express it as a percentage. **6.3. Significance:** - A high customer retention rate indicates that a company is successful in keeping its customers satisfied and engaged. Retaining existing customers can be more cost-effective than acquiring new ones. These marketing metrics play a crucial role in assessing the effectiveness of marketing strategies, optimizing campaigns, and making data-driven decisions. By monitoring and analyzing these metrics, businesses can refine their marketing efforts to achieve better results and maximize their return on investment. ### 출처(참고문헌) - ### 연결문서 -