analysis

Brand Metrics

Brand Metrics Jonathan Poland

Brand metrics are used to assess the effectiveness of branding efforts and marketing strategies in terms of brand identity, positioning, product development, promotion, and customer experience. They provide a way to quantify the value of a brand. They help to provide a quantitative analysis of a brand’s strengths and weaknesses, and they can be used to inform decision-making and identify areas for improvement.

There are several key brand metrics that are commonly used:

  1. Brand awareness: This is the extent to which consumers are familiar with a brand. It can be measured through surveys, focus groups, or online tracking tools. High levels of brand awareness can lead to increased likelihood of purchase and customer loyalty.
  2. Customer loyalty: This is the degree to which customers are committed to a brand. It can be measured through customer retention rates, repeat purchase rates, and customer satisfaction surveys. High levels of customer loyalty can lead to increased sales and revenue.
  3. Net promoter score (NPS): NPS is a measure of customer loyalty that is based on the question, “How likely are you to recommend this brand to a friend or colleague?” It is calculated by subtracting the percentage of customers who are “detractors” (unlikely to recommend the brand) from the percentage of customers who are “promoters” (likely to recommend the brand). High NPS scores are generally seen as a positive indicator of brand performance.
  4. Customer satisfaction: This is the degree to which customers are satisfied with a brand’s products or services. It can be measured through surveys, focus groups, or online reviews. High levels of customer satisfaction can lead to increased customer loyalty and positive word-of-mouth.
  5. Brand value: This is the financial value of a brand. It can be measured through brand valuation methods such as the Interbrand method or the Roy Morgan method. Brand value is an important indicator of a brand’s overall performance and can impact a company’s market capitalization.

Overall, brand metrics are the measures used to assess the effectiveness and performance of a brand. They provide valuable insights into a brand’s strengths and weaknesses and can be used to inform decision-making and identify areas for improvement.

Risk Probability

Risk Probability Jonathan Poland

Risk probability refers to the likelihood that a particular risk will occur. It is an important element of risk analysis, as it helps organizations and individuals to understand the potential consequences of different risks and to prioritize their efforts accordingly.

There are several methods that organizations and individuals can use to estimate risk probability, including:

  1. Historical data analysis: This involves examining past events or trends to identify patterns or correlations that may help to predict the likelihood of a particular risk occurring.
  2. Expert judgment: This involves seeking the input of experts or other knowledgeable individuals who may be able to provide insights into the likelihood of a particular risk occurring.
  3. Statistical modeling: This involves using statistical techniques to analyze data and make predictions about the likelihood of a particular risk occurring.
  4. Risk assessment tools: There are a variety of risk assessment tools that organizations and individuals can use to estimate risk probability, such as risk matrices or fault tree analysis.

By using one or more of these methods, organizations and individuals can accurately estimate the likelihood of different risks occurring, and use this information to inform risk management efforts.

Understanding risk probability is an important aspect of risk management, as it helps organizations and individuals to align their risk-taking with their goals and objectives. By accurately assessing risk probability, organizations and individuals can make more informed decisions about the risks they are willing and able to take on, and allocate resources more effectively to manage and mitigate those risks. The following are common ways to model risk probability.

Qualitative Probabilities
In many cases, a risk probability is an educated guess that is modeled with a rating system such as low, medium and high probability. For example, a project team may identify risks and rate them according to the expert opinion of team members.

Quantitative Probabilities
A detailed risk analysis may allow a number to be assigned to risk probabilities. These are typically a percentage such as 60% represented as 0.6.

Discrete Probability Distributions
A single risk often has multiple probabilities associated with it. For example, a fire risk can range from a building completely burning down to minor damage. It is common to break out the probability of each level of impact as a discrete probability distribution that can be represented as a table of probabilities and impacts.

Continuous Probability Distribution
A discrete probability distribution lists out a number of probabilities and associated impacts. For example, the chance of $2000 and $1000 fire damage might be listed in a table. A continuous probability distribution is a more accurate model that provides a probability for any impact such as the probability of $1033.37 of damage. This is represented as a mathematical formula and smooth curve as opposed to a table and a bar chart.

Probability-Impact Matrix
Probability-impact analysis is a common method for estimating the costs of risks. It involves assessing the likelihood of a risk occurring and the potential impact it could have. By understanding both the probability and impact of a risk, organizations can make informed decisions about how to best manage or mitigate it.

Risk Impact

Risk Impact Jonathan Poland

Risk impact refers to the potential consequences or losses that an organization or individual may incur as a result of an identified risk. It is an essential element of risk analysis, and is typically estimated by considering the likelihood of a risk occurring, as well as the potential consequences of the risk if it does occur.

Developing an estimate of probability and impact is a standard practice in risk analysis, and it is often done using a variety of techniques, such as probability analysis, impact analysis, risk assessment tools, risk analysis techniques, and risk management software. These techniques can help organizations and individuals to understand the potential impacts of different risks and to prioritize their efforts accordingly.

Risk impact is an important consideration in risk management, as it helps organizations and individuals to understand the potential costs associated with risks and to allocate resources more effectively to manage and mitigate those risks. By accurately assessing risk impact, organizations and individuals can make more informed decisions about the risks they are willing and able to take on, and develop strategies to minimize the potential consequences of those risks. The following are common types of impact.

Health & Safety
Safety or health risks related to a location, lifestyle, occupation or activity. For example, a risk assessment for a major earthquake typically includes estimates of casualties.

Quality of Life
Nations, cities, communities, organizations and individuals may base risk assessments on quality of life factors. For example, before purchasing a house an individual may consider the risk that an adjacent industrial property will pollute the air.

Sustainability
Risks to the environment such as estimates of potential damage to an ecosystem.

Financial
Financial impacts such as lost revenue, costs and expenses. Financial impacts may be modeled as a single estimate or a probability distribution.

Time
Projects often estimate risk impact in terms of cost and time. For example, a project team may estimate the impact of technical risks in terms of delays to a schedule.

Reputation
Risk impact can be viewed in terms of social factors such as reputation. For example, an airline might assess the risk of a practice such as overbooking in terms of customer satisfaction and brand value.

Risk Evaluation

Risk Evaluation Jonathan Poland

Risk evaluation is the process of identifying and assessing the risks that an organization or individual may face. It is a fundamental business practice that involves evaluating the potential consequences and likelihood of different risks, and assessing the organization’s or individual’s ability to manage and mitigate those risks.

Risk evaluation can be applied to a wide range of activities, including investments, strategies, commercial agreements, programs, projects, and operations. It helps organizations and individuals to understand the risks that they face, and to develop strategies for managing and mitigating those risks.

There are several key steps involved in the risk evaluation process:

  1. Identifying risks: The first step in risk evaluation is to identify the risks that an organization or individual may face. This involves looking at a wide range of factors, including the organization’s operations, the industry in which it operates, and the external environment.
  2. Assessing risks: Once risks have been identified, they need to be assessed in terms of their likelihood and potential impact. This involves evaluating the likelihood of a risk occurring, as well as the potential consequences of the risk if it does occur.
  3. Prioritizing risks: After risks have been identified and assessed, they need to be prioritized based on their likelihood and potential impact. This helps the organization or individual to focus their efforts on the most critical risks and allocate resources accordingly.
  4. Developing risk management strategies: After risks have been prioritized, the organization or individual needs to develop strategies to mitigate or minimize them. This may involve implementing new processes or procedures, introducing new technology, or other measures.

Risk evaluation is an essential element of effective risk management, and it is important for organizations and individuals to regularly assess and evaluate the risks that they face in order to minimize their potential impact. The following are some basic steps in the risk evaluation process.

Identification

All stakeholders are asked to identify risk. This helps to improve acceptance of an initiative as everyone is given an opportunity to express all the things that can go wrong. Sophisticated entities may also identify risks by looking at databases of issues that occurred with similar programs, strategies or projects.

Probability & Impact

Estimating the probability and impact of each identified risk. This can be done as a rough estimate such as high, medium or low. In reality, most risks don’t have a single cost but a probability distribution of possible costs. For example, the risk of a traffic accident isn’t a single cost but a range of costs each with an associated probability estimate. Sophisticated entities such as insurance companies will model risks with probability distributions. Projects may estimate risks with a probability-impact matrix.

Moment Of Risk

Listing out the specific conditions that cause the risk to be more likely to occur. For example, the risk of a type of injury at a construction site may be associated with a particular activity or construction stage.

Treatment

Risk treatment options include acceptance, mitigation, transfer, sharing and avoidance. When a risk is mitigated or shared the probability and impact typically need to be reevaluated.

Secondary Risk

Evaluation of risks caused by treatments. For example, avoiding or mitigating a risk can result in new risks.

Residual Risk

Calculating the probability and impact of remaining risk after treatment. For example, the risk that remains after mitigation including secondary risk.

Monitoring & Review

Regularly identifying new risks that become clear as a program or project progresses. Overseeing the implementation of risk treatment and evaluating results.

What Is Analysis?

What Is Analysis? Jonathan Poland

Analysis is the process of breaking something down into its component parts in order to better understand it. This is a fundamental mode of thinking, writing, and communication that is used in many different contexts, from everyday life to complex subjects, topics, and problems.

For example, if you are trying to understand a complex problem, you might use analysis to break it down into smaller, more manageable pieces. This might involve identifying the key elements of the problem, examining their relationships to each other, and looking for patterns or trends that can help you understand the problem better.

Similarly, if you are trying to understand a written text or a piece of art, you might use analysis to break it down into its component parts in order to understand its meaning and significance. This might involve looking at the language, imagery, or structure of the text or art, and examining how these elements work together to convey a particular message or idea.

Overall, analysis is a valuable tool for understanding a wide range of subjects, topics, and problems. By breaking things down into their component parts, you can gain a deeper understanding of their meaning and significance.

Thinking
Analysis is the process of identifying concepts that capture the characteristics of something and using these concepts to develop meaning. A consumer buying socks considers factors such as color, style, material, size, brand reputation and price. These concepts are used to break down each available product to quickly understand if it matches the consumer’s needs.

Writing
Analysis in writing is the process of composing an opinion or objective assessment by breaking things into their elements. A film reviewer develops an opinion about a film based on elements such as characters, performance, plot, conflict, resolution, structure, theme, scenes, dialog and production value.

Critical Analysis
Critical analysis is the practice of evaluating something. A student evaluates the urban design of a neighborhood by evaluating factors such as environment, community, safety, efficiency and cost-effectiveness.

Comparative Analysis
Comparative analysis is the process of comparing and contrasting things using their common elements. A student compares the urban design of a city with very high quality of life with a city that has very low quality of life despite similar income levels.

Data Analysis
Data analysis is the systematic evaluation of data. A telecom company performs a data analysis to find and correct data quality issues that caused customers to be overcharged for services.

Statistical Analysis
Statistical analysis is the practice of collecting, processing, organizing, interpreting and presenting numerical data. A researcher integrates several data sets to investigate if there is any correlation between cancer rates and living or working in close proximity to farms that use a particular agricultural chemical.

Financial Analysis
Any analysis involving money or investments. A building company performs a return on investment analysis for a proposed resort condominium project.

Business Analysis
Business analysis is the broad practice of developing knowledge in an organizational setting. A business analyst develops requirements, measures things, solves problems in order to achieve organizational objectives.

Process Analysis
Business process analysis is the process of modeling, measuring and improving processes. A hotel manager documents and measures the steps that are followed to fulfill customer requests to determine if there is an opportunity to improve productivity and customer satisfaction.

Capability Analysis
Evaluating the capabilities of an organization or team and planning to add or improve capabilities. An IT department performs a risk management capability analysis to identify what risks are being managed and what risks are effectively unmanaged.

Gap Analysis
A gap analysis is a comparison of where you are and where you want to be. A construction site manager identifies hazards in the workplace to identify gaps in a firm’s safety policies and practices. This can be viewed as a gap between current safety risks and the firm’s stated policy of minimizing safety risk.

Requirements Analysis
Requirements analysis is the process of identifying needs and developing specifications for change. A business analyst collects requirements for a system from five business units. These have little cohesion or value as a set so the analyst works to refine, prioritize and resolve until the requirements have some semblance of value.

Forecasting
Developing estimates of the future. A clothing manufacturer develops seasonal forecasts of demand by product category in order to plan production, distribution and marketing.

Strategic Analysis
Evaluating plans to achieve goals in an environment of constraint and competition. A technology company performs an analysis of its strategic options after a larger competitor launches a new product that threats to take a great deal of its market share.

SWOT Analysis
A popular type of analysis that involves listing your strengths, weaknesses, opportunities and threats. This is applied to a competitive situation such as a career or business. A small business lists its strengths, weaknesses, opportunities and threats as part of its annual strategic planning efforts.

Risk Analysis
The process of identifying risks and evaluating impact, probability and treatment options. A resort hotel develops a list of risks to their business and creates a risk management plan that reduces risk exposure by $350,000.

Problem Analysis
Investigating problems and modeling potential solutions. A food manufacturer investigates quality control issues that cause products to have variable composition that differs from the claims made on the product label.

Decision Modeling
Developing a framework for making a decision including elements such as process and parameters. A bank develops a mandatory decision process for large commercial credit deals that requires analysis of risk and payback to meet certain thresholds.

Root Cause Analysis
Determining the root cause of problems. A company uses root cause analysis techniques such as 5 whys to uncover the deep organizational issues that caused executive compensation to be underreported for more than a decade.

Design Analysis
Design analysis is the process of questioning, challenging and reinventing design. A designer engages with actual users of a product in the field to determine elements of the customer experience that are failing.

Feasibility Analysis
A feasibility analysis is the process of determining if something is possible and realistic. An urban planner performs an analysis to determine if a proposal for a living street is legally, politically and technically feasible.

Learn More
Sales Objections Jonathan Poland

Sales Objections

A sales objection is a concern or hesitation that a customer has about making a purchase. Identifying and addressing these…

Brand Objectives Jonathan Poland

Brand Objectives

Brand objectives refer to the specific goals that a brand is working towards. These goals can be both long-term end-goals,…

Types of Fallacies Jonathan Poland

Types of Fallacies

A fallacy is an error in reasoning that can lead to an incorrect conclusion. Fallacies can be found in arguments,…

Ease of Use Jonathan Poland

Ease of Use

Ease of use refers to the usability of a product, service, tool, process, or environment, and is an important factor…

What Is Requirements Quality? Jonathan Poland

What Is Requirements Quality?

Requirements quality refers to the extent to which the requirements for a project align with the business goals and support…

What is a Market? Jonathan Poland

What is a Market?

A market is a place or platform where buyers and sellers come together to exchange goods and services. Markets can…

Sentiment Analysis Jonathan Poland

Sentiment Analysis

Sentiment analysis is the process of analyzing and extracting subjective information from text data. It is a type of natural…

Operations Security Jonathan Poland

Operations Security

Operations security, also known as “opsec,” is the practice of protecting sensitive information in the context of day-to-day business activities.…

Dismissing Employees Jonathan Poland

Dismissing Employees

Letting go (aka firing) employees is a difficult and sensitive task, and it’s important to handle it with care and…

Content Database

Search over 1,000 posts on topics across
business, finance, and capital markets.

Management Levels Jonathan Poland

Management Levels

A management level is a layer of accountability and responsibility in an organization. It is common for organizations to have…

Total Addressable Market Jonathan Poland

Total Addressable Market

A total addressable market (TAM) is the total potential revenue that a company can generate from its products or services…

Behavioral Targeting Jonathan Poland

Behavioral Targeting

Behavioral targeting is a form of online advertising that uses information about a user’s online activities to create targeted advertisements.…

Credit Risk Jonathan Poland

Credit Risk

Credit risk refers to the likelihood that a borrower will default on their debt obligations. When an entity has a…

Market Potential Jonathan Poland

Market Potential

Market potential is the entire size of the market for a product at a specific time. It represents the upper limits of the market for a product. Market potential is usually measured either by sales value or sales volume.

Needs Identification Jonathan Poland

Needs Identification

Needs identification is the process of discovering and understanding a customer’s needs, constraints, pain points, and motivations. This is a…

What is Maker Culture? Jonathan Poland

What is Maker Culture?

Maker culture refers to a collection of subcultures that are centered around the creation and customization of technology and other…

Brand Perception Jonathan Poland

Brand Perception

Brand perception refers to the way that a brand is perceived by its target audience. It’s important for companies to…

Project Management Skills Jonathan Poland

Project Management Skills

Project management skills are a combination of talents, knowledge, and experience that enable an individual to effectively plan and execute…