Marketing Metrics

Marketing metrics are huge for sports business as much as any other. If' you're interested in creating great competitor analysis, positioning maps, and any other strategies related to managing market performance then you might want to check out Roger Best's Marketing Metrics Handbook. (Get a free trial here.)

The table on the left is an example of a Relative Market Share and Market Concentration table I created for Nike, adidas, New Balance, and Under Armour. (I used 2008 revenue numbers for each company, and used 2008 figures from retail sporting equipment, sports apparel, and retail athletic footwear.)

It's a cinch to calculate the ROI, ROS, margins, etc. for these tables, and they really beef up presentations and quantify marketing expenses.

Note: I am not affiliated with Roger Best, and receive no incentives (financial or otherwise) for promoting his handbook.