ABSTRACT
This chapter begins with value-to-customer (V2C) metrics and next discusses value-to-firm (V2F) metrics. It distinguishes between market, brand, and customer metrics. Moreover, the chapter discusses standard metrics and new big data metrics. V2C metrics focus on the delivered value to customers. These metrics in themselves do not reflect any value beyond what customers know and feel. However, they can indeed be linked to V2F metrics and extensive research has shown substantial effects of different V2C metrics on V2F metrics. V2C brand metrics are frequently collected on a continuous basis. One of the most influential V2C brand measurement systems is the one developed and used by Young & Rubicam. They developed the Brand-Asset Valuator. The chapter considers the following specific new big data metrics: digital brand association networks, summarized digital brand metrics, and social media brand metrics.
