Common Marketing Measurement Terminology

B-roll

B-roll is videotaped footage that is not included in the final edited version of a company’s video news release (VNR). B-roll is given to television stations along with the VNR to give the stations the option of putting together their own version of the story, giving more time to aspects the station feels will be of particular interest to their viewers.

B2B (Business-to-Business Advertising)

Business-to-business (B2B) advertising is an area of advertising for products, services, resources, materials, and supplies purchased and used by businesses. This area includes:
industrial advertising, which involves goods, services, resources, and supplies used in the production of other goods and services
trade advertising, which is directed to wholesalers and retailers who buy the advertised product for resale to consumers
professional advertising, which is directed to members of various professions who might use or recommend the advertised product
agricultural advertising, which is directed to farmers as business customers of various products and services.

Big Data

A large volume of structured, semistructured and unstructured consumer data that has the potential to be mined for information. Two very important big data types are impact data and audience data.

Big Data Analytics

The complex process of examining large and varied data sets to uncover information including patterns, correlations, market trends and customer preferences that can help marketers make informed decisions.

Bottom of the Funnel

The decision part of the customer journey. At this stage, the consumer has all the information to take action and make a purchase decision.

Bounce Rate

The percentage of all viewing sessions on a website whereby users viewed a single page. Bounce is determined by dividing single-page views by all sessions.

Brand Loyalty

A behavior pattern in which consumers commit to a particular brand and make repeat purchases over time. Brand loyalty is established when a company fosters a trusting relationship with consumers.

Brand Strength

A measure of how effectively a brand establishes awareness, positive perception, trust and loyalty in the marketplace. A brand is strong when the brand name itself triggers the purchase decision, no matter the product.

Brand to Behavior

Today’s CMOs are expected to measure the true impact of brand marketing and those initiative’s impact on consumer behavior. In order to best contribute to long-term sales and key business objectives, Brand to Behavior studies discover which brand performance initiatives need prioritisation across the entire funnel to directly impact sales conversion.

Brick and Mortar

A physical retail store, considered part of the offline path to purchase.

Business Drivers

An external activity or condition that has impact on marketing outcomes. These can be internal or external factors. Internal factors include media exposure, creative message and promotional activity. External factors such as gas prices and weather conditions are not controlled by the marketer, yet are acknowledged to have an effect on marketing outcomes.

Business-to-Business (B2B)

A company that sells products or provides services to other businesses.

Business-to-Consumer (B2C)

A company that sells products or provides services to consumers.

Buying Power Index (BPI)

Buying Power Index (BPI) is a weighted index that converts three basic elements—population, effective buying income, and retail sales—into a measurement of a market’s ability to buy.
It indicates the percentage of total US retail sales occurring in a specific geographic area and is used to forecast demand for new stores and to evaluate the performance of existing stores.