What is GDPR and Should You Be Doing Anything About It?

You’ve probably heard of the General Data Protection Regulation, often referred to as GDPR. If you haven’t researched it yet, chances are that you’ve already begun to see its impact in your inbox. GDPR is a new data privacy law that will go into effect on May 25, 2018. As digital marketers, it’s essential that you’re prepared to comply with this new law and fully understand its implications.…

How to Calculate Your Net Promoter Score (NPS)

In this Ad Math video, we discuss how to calculate your Net Promoter Score. Created by Bain & Company, the Net Promoter Score (NPS), is used as a quick and simple way to measure customer satisfaction. Your NPS score is based on one question, asked on a 0-10 scale (with 10 being 'very likely'): How likely is it that you would recommend our brand/product/service to a friend or colleague?…

Return on Investment: Content and Social Media

Demonstrating a return on investment for your marketing has always been an important, yet tricky thing to do. In fact, that's why we started our Ad Math video series. Further evidence of the return on investment challenge comes from some new research by TrackMaven, which claims that while most marketers feel that it's getting easier to prove the impact of their marketing, just over 25% of them…

How to Calculate Your Value to Volume Ratio

In this video, we'll look at Value to Volume Ratios (VVR), which can help determine how efficient your marketing efforts are compared to the competition. In a previous video, we discussed how to calculate market share and how that number indicates the percentage of business their company or product category has when compared to its competitors. The value to volume ratio measures your estimated…

How to Calculate Marketing Cost Per Unit (MCPU)

When you don't have deep pockets, every dollar in your marketing budget counts and you need to allocate your money as effectively as possible. That's why it's helpful to know your marketing cost per unit. After all, the way that we - and our marketing efforts - are ultimately judged is by how many units of a product or service we've sold in a given period. And while we often look at how much…

Calculate The Value of Your Email Subscribers

Email has been around a long time, but for many people, there is still a great deal of uncertainty surrounding it. We'll today; we're going to address some of that by figuring out how valuable a subscriber is anyway. There tends to be a feeling of dread that comes over people when they hit send on a mass email to their customer list. What if they don't like it? What if they unsubscribe?!…

Frequency in Marketing and Media

In our last video, we discussed reach, so it only makes sense that this week we tackle frequency. Where reach is the number or percentage of people who may be exposed to an ad in general, frequency describes the number of times a member of your target audience is exposed to that ad over the same period. Let's imagine that we have scheduled our TV spot from the reach video to run three…

Reach in Marketing and Media

Reach is the number or percentage of people in your target audience reached by a single exposure – such as a radio spot, banner, or commercial – in a specified period of time. Most media companies will make their reach metrics available to you and there are actually rules, by the Advertising Research Foundation, that guide how they should be estimated. We define an exposure as an…

How to Calculate Response Rate

One of the best things about direct marketing – such as digital marketing, email, or direct mail – is that it's possible to gauge whether your marketing is working or not. A basic number used to calculate the effectiveness of direct marketing is response rate, which measures the percentage of people who found your message or offer attractive enough to act on it. Obviously, if someone…

How To Calculate Marketing Share of Voice

The share of voice, or SOV, measures the percentage of media spending by a company compared to total media expenditure for the product, service, or category in the market. Knowing how to calculate share of voice allows you to measure a brand’s presence and to gauge how visible the brand was within a specific channel, during a particular time. You calculate the share of voice by taking your…