Evaluating Apple’s marketing performance

What is marketing metrics?

The set of measures that are used by marketers to quantify, compare, and interpret marketing performance is known as marketing metrics. The evaluation of performance against organizational goal analyzed from numeric data is known as marketing metrics. The efficiency of marketing exercise of an organization are estimated using statistical data.


Why do organizations need metrics?

Organizations spend a lot of their financial plans on marketing endeavors since they comprehend that a business must be compelling if individuals know about the items and services offered by them. Since so much time and cash is spent on these advertising effort, wastefulness in these endeavors can injure to an organization’s fortunes. Subsequently, organizations by and large need to make principles to judge the viability of marketing. The effectiveness of the marketing strategy could be measured by marketing metrics.


How to evaluate marketing performance?

The marketing performance could be assessed by the following marketing metrics types. Memory metrics, Behavioral metrics, Financial metrics, Customer profile metrics and physical availability metrics.

Apple’s Marketing Metrics 

apple_logo_2015_03Financial metrics: In any business campaign, there is a definitive point to produce beneficial deals. Shareholders, advertisers anticipate that organization will amplify benefits to have most elevated profit for their speculations. For this organization use financial metrics to quantify deals incomes, minimize overhead costs, expanding gross edges and overseeing ventures to suitable hazard and expected returns (Lenskold, 2003).

ROI: The amount of profit generated by an organization for each dollar invested in the organization is known as Return on invested capital (ROIC).It links the corporate’s performance to valuation. The organization’s return on capital could be truly measured by ROIC. The Market bothers over the   values assigned to the organization that produce the most return over capital invested.


It is obvious that Apple tops the market for return of investment share for capital according to the third quarter for the year 2016. Apple has exceptionally produced high profit for every dollar invested compared to other companies.


Behavioral metrics consist of sale, market share, market penetration, purchase frequency, share of category requirements, solely loyal customers, defection rate, and customer complaints and recommendations. In the other word, it have to consider how many unit did company sell? How much market share does company hold? How often do clients purchase? (Sharp, 2013).


From financial results of apple inc. for the business year 2016 it can be seen that the company is doing good in terms of sales and market share. The quarterly net income is $7.8 billion and the revenue is $42.4 billion. The diluted earnings per share is $1.42. The gross margin is 38 % and international sales accounted for 63 % of quarter’s revenue. However, all of the figures when compared to the previous year has reduced slightly. Despite the slight decrease it can be inferred that the demand for the company’s products remain strong. The investors were returned $13 billion as dividends and share purchases.

Memory metrics: Memory metrics portray data that buyers have in their recollections in connection to a product or a brand. In addition, this measurement include brand awareness, brand image associations, mental availability, attitude, customer satisfaction and service quality, and Intention to buy a brand in the future (Sharp, 2013).

One doesn’t purchase smartphone, one buys ipod. One doesn’t purchase pc, one buys MacBook. Apple just doesn’t want to dominate the sales, but they want to inherit their own market. Hence customers have a strong mental connection with apple products which would make them compare other products to iPad, iPhone. Among the top selling smartphone brands in the US, iPhone has been rated 85 on a 0-100 scale according to the American Customer Satisfaction Index by US consumers. Apple has proved to be exceptional in building a reputation among the people that they innovative in designing and making unique products and gaining loyal customers.  With Apple’s service business growth 19 percent every year it ranks second highest in customer service satisfaction which is an all-time record.


215232279 / Gayathri Subramanian  


Investor.apple.com. (2016). Apple – Annual Report. [online] Available at: http://investor.apple.com/secfiling.cfm

Apple Newsroom. (2016). Apple Reports Third Quarter Results. [online] Available at: http://www.apple.com/newsroom/2016/07/apple-reports-third-quarter-results.html

Anon, (2016). [online] Available at: http://images.apple.com/newsroom/pdfs/q3fy16datasum.pdf

Theacsi.org. (2016). The American Customer Satisfaction Index Smartphone Brand Satisfaction Benchmarks. [online] Available at: https://www.theacsi.org/customer-satisfaction-benchmarks/benchmarks-by-brand/benchmarks-for-smartphones

Sharp, B. (2013), Marketing: Theory, Evidence, and Practice. Oxford University Press, Melbourne, Australia.




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