# Metrics and Analytics of Marketing

- Institution: IIT Guwahati
- Department: Management
- Teacher: Prof. Kuldeep Baishya
- Level: Undergraduate
- Language: English
- Subjects: Business and management
- Source: [NPTEL](https://nptel.ac.in/courses/110103917)
- Licence: [CC BY-NC-SA](https://nptel.ac.in/faq) (Non-commercial use only.)
- Syllabus: [at the source](https://nptel.ac.in/courses/110103917)
- Who can watch: Tweens profiles and older (sources give no ratings; placed by Invisible Network from the source's own words)

## Lectures

1. [Introduction to Marketing Metrics I](https://invisiblenetwork.ai/learn/nptel/110103917/5413237a264c) (Video)
2. [Introduction to Marketing Metrics II](https://invisiblenetwork.ai/learn/nptel/110103917/2bba1d9b8ce8) (Video)
3. [Key Categories of Marketing Metrics](https://invisiblenetwork.ai/learn/nptel/110103917/e9651eedcb7b) (Video)
4. [Illustration of Marketing Funnel](https://invisiblenetwork.ai/learn/nptel/110103917/3a1ece7a5407) (Video)
5. [Conceptual Framework for Marketing Metrics](https://invisiblenetwork.ai/learn/nptel/110103917/5becb83f9f7e) (Video)
6. [Introduction to Strategic Goals and Margins](https://invisiblenetwork.ai/learn/nptel/110103917/94599af6a284) (Video)
7. [Metrics of Interest in Marketing](https://invisiblenetwork.ai/learn/nptel/110103917/42b308e304db) (Video)
8. [Understanding and Measuring Margins](https://invisiblenetwork.ai/learn/nptel/110103917/a5a5eaf5c713) (Video)
9. [Profit Metrics - Measuring Profitability](https://invisiblenetwork.ai/learn/nptel/110103917/939164371c82) (Video)
10. [Integrating Metrics for Strategic Decision Making](https://invisiblenetwork.ai/learn/nptel/110103917/a822bfcda26f) (Video)
11. [Market Share, Relative Market Share and Market Concentration](https://invisiblenetwork.ai/learn/nptel/110103917/21f7fe960c88) (Video)
12. [BDI, CDI and Penetration Metrics](https://invisiblenetwork.ai/learn/nptel/110103917/09898e07b7cb) (Video)
13. [Share of Requirements and Usage Index](https://invisiblenetwork.ai/learn/nptel/110103917/7f06a7d2c470) (Video)
14. [AAU, Customer Satisfaction & Willingness To Recommend](https://invisiblenetwork.ai/learn/nptel/110103917/7aaff13bc84c) (Video)
15. [Net Promoter, Willingness To Search & Neuromarketing](https://invisiblenetwork.ai/learn/nptel/110103917/53309a012506) (Video)
16. [Introduction to Customer Segmentation](https://invisiblenetwork.ai/learn/nptel/110103917/43f436d7173f) (Video)
17. [RFM Customer Segmentation](https://invisiblenetwork.ai/learn/nptel/110103917/b8b628a39be8) (Video)
18. [ABC Customer Segmentation](https://invisiblenetwork.ai/learn/nptel/110103917/0962fd606311) (Video)
19. [Metrics for Customer Segmentation in Digital Marketing](https://invisiblenetwork.ai/learn/nptel/110103917/af680ba53ac3) (Video)
20. [Introduction to Channel Management Metrics](https://invisiblenetwork.ai/learn/nptel/110103917/5a0a1818d1c1) (Video)
21. [Foundations and Customer Metrics](https://invisiblenetwork.ai/learn/nptel/110103917/cf501be7bb0b) (Video)
22. [Customer Profit](https://invisiblenetwork.ai/learn/nptel/110103917/0140c53160b9) (Video)
23. [Customer Lifetime Value](https://invisiblenetwork.ai/learn/nptel/110103917/115140bb7d4a) (Video)
24. [Introduction to Prospect Lifetime Value](https://invisiblenetwork.ai/learn/nptel/110103917/d2cbf1f4093d) (Video)
25. [Economies Behind Acquisition](https://invisiblenetwork.ai/learn/nptel/110103917/6d97ee6a8655) (Video)
26. [Introduction to Customer Churn](https://invisiblenetwork.ai/learn/nptel/110103917/45bd7d78fc59) (Video)
27. [Predicting Churn, Signals, Models, and Validation](https://invisiblenetwork.ai/learn/nptel/110103917/537164c970d6) (Video)
28. [Churn Economics and Validation](https://invisiblenetwork.ai/learn/nptel/110103917/2c61579664c9) (Video)
29. [Combating Churn](https://invisiblenetwork.ai/learn/nptel/110103917/501c972dd5e5) (Video)
30. [Churn Dashboard and Operating Model](https://invisiblenetwork.ai/learn/nptel/110103917/575a8b427f35) (Video)
31. [Trial, Repeat, Penetration, and Volume Projections](https://invisiblenetwork.ai/learn/nptel/110103917/e69a456c4c96) (Video)
32. [Growth: Percentage and CAGR](https://invisiblenetwork.ai/learn/nptel/110103917/6d11a80e7837) (Video)
33. [Cannibalization Rates and Fair Share Draw](https://invisiblenetwork.ai/learn/nptel/110103917/53fbc6d3f1ce) (Video)
34. [Brand Equity Metrics](https://invisiblenetwork.ai/learn/nptel/110103917/feae15ce27b8) (Video)
35. [Conjoint Utilities: Consumer Preference, Segmentation & Volume Projection](https://invisiblenetwork.ai/learn/nptel/110103917/5e236c6194e6) (Video)
36. [Price Premium & Related Metrics](https://invisiblenetwork.ai/learn/nptel/110103917/9aa8fece8916) (Video)
37. [Reservation Price, Percent Good Value & Linear Demand](https://invisiblenetwork.ai/learn/nptel/110103917/3da9e87e7b86) (Video)
38. [Price Elasticity of Demand](https://invisiblenetwork.ai/learn/nptel/110103917/7f213053baab) (Video)
39. [Optimal Prices and Linear and Constant Demand Functions](https://invisiblenetwork.ai/learn/nptel/110103917/060f85578b2e) (Video)
40. [“Own,” “Cross,” and “Residual” Price Elasticity](https://invisiblenetwork.ai/learn/nptel/110103917/3d8a91457bdc) (Video)
41. [Promotion Management: An Overview](https://invisiblenetwork.ai/learn/nptel/110103917/c5d0e63548da) (Video)
42. [Baseline Sales, Incremental Sales, and Promotional Lift](https://invisiblenetwork.ai/learn/nptel/110103917/5cd2d6f7efb4) (Video)
43. [Redemption Rates for Coupons/ Rebates](https://invisiblenetwork.ai/learn/nptel/110103917/8fd652240bbf) (Video)
44. [Promotions and Pass-Through](https://invisiblenetwork.ai/learn/nptel/110103917/80cd0c06bffe) (Video)
45. [Price Waterfall](https://invisiblenetwork.ai/learn/nptel/110103917/965ea203f663) (Video)
46. [Sales Force Coverage, Sales Force Goals and Sales Force Results](https://invisiblenetwork.ai/learn/nptel/110103917/c73c295fab27) (Video)
47. [Sales Force Compensation and Pipeline Analysis](https://invisiblenetwork.ai/learn/nptel/110103917/d287531965ad) (Video)
48. [Numeric, ACV and PCV Distribution, Facings/Share of Shelf](https://invisiblenetwork.ai/learn/nptel/110103917/9bf28035cc14) (Video)
49. [Supply Chain Metrics](https://invisiblenetwork.ai/learn/nptel/110103917/b91fcacd2b24) (Video)
50. [SKU Profitability: Markdowns, GMROII, and DPP](https://invisiblenetwork.ai/learn/nptel/110103917/272686b183f3) (Video)
51. [Introduction to Sales Forecasting](https://invisiblenetwork.ai/learn/nptel/110103917/f68f7daf690e) (Video)
52. [Modeling Trends and Seasonality](https://invisiblenetwork.ai/learn/nptel/110103917/39f56696abb0) (Video)
53. [Online Metrics and Web Analytics](https://invisiblenetwork.ai/learn/nptel/110103917/5cebeb047240) (Video)
54. [Online Metrics and Web Analytics II](https://invisiblenetwork.ai/learn/nptel/110103917/facc4a6a49fb) (Video)
55. [Social Media and Mobile Metrics](https://invisiblenetwork.ai/learn/nptel/110103917/ce322076c97e) (Video)
56. [From Marketing Outcomes to Financial Results](https://invisiblenetwork.ai/learn/nptel/110103917/a3fe2573d063) (Video)
57. [Return on Investment and Economic Profit](https://invisiblenetwork.ai/learn/nptel/110103917/965d8b9a187e) (Video)
58. [Project Metrics and Marketing Return to Investment](https://invisiblenetwork.ai/learn/nptel/110103917/57811b61dba8) (Video)
59. [DuPont Model and Sales Decomposition](https://invisiblenetwork.ai/learn/nptel/110103917/f7bd34b0f7cd) (Video)
60. [Marketing Mix Models and Communication of Metrics](https://invisiblenetwork.ai/learn/nptel/110103917/f1813685f732) (Video)