• Involves a relatively simple calculation: Us/(Us + Them)
• Key components of market share, including
• Penetration share, usage index, measures of awareness,
attitude, and usage, customer satisfaction, etc.
• Metric > Construction > Considerations (data sources,
complications, and cautions) >Purpose
• Offer quality, accessible products or services.
• Place importance on customer service and positive interactions
• Position the brand to highlight effective, competitive features.
• Depict a consistent company image or identity.
• Establish authority through search engines and social media
BRAND DEVELOPMENT INDEX (BDI)
• Brand design (colors, font, packaging, themes, etc.)
• Social media presence
• Environment and company culture
• Product quality and pricing
• Website and marketing
• Taglines and slogans
• Customer service
CATEGORY DEVELOPMENT INDEX (CDI)
Initial Category Ownership Metrics There are two initial metrics that may be the
easiest to use to monitor changes in ownership that Marketing can affect:
1. Your percentage of the category’s sales
2. Your percentage of the customer usage rate
These are good metrics to start with but as you become more sophisticated about
how you measure ownership you may want to go beyond monitoring ownership in
terms of current sales and use category ownership strength as a metric.
CUSTOMER LIFETIME VALUE (CLV)
If a customer subscribes to one of your products under a one-
year plan, at that time, the lifetime of that customer is one
year long. Their lifetime value will be the amount you expect
to make in that year. Hence, the longer the customers stay
and the more often the customer buys from you, the greater
will be their CLV. If you can determine the profile of the
customers that produce the highest CLV, you can use those
profiles to acquire more customers that closely resemble
those existing high-value customers.