mytest > help > Part 2. MM4XL Tools > 2. Analytical Tools > Business Formulas > mmEI, Evolution Index

Business Formulas

mmEI, Evolution Index

Category: Reporting > Metrics

The Evolution Index compares the growth of a brand to that of the market the brand competes in. It ranges between -100 and a positive value, and is used to compare the performance of competing brands.

Business analysis formulas for Excel. Marketing tool for professionals

Where:

Bg = Percent growth of a brand over the previous period
Mg = Percent growth of the market over the previous period

Syntax

mmEI(Previous_Values, Last_Values, Optional Market_Values)

Previous_Values The input values of the previous time period
Last_Values The input values of the last time period
Market_Values Optional - The market size. When missing, the market value is set by default to the sum of the previous and last values

Example

See example file Business Formulas.xls, sheet mmEI.

Business analysis formulas for Excel. Marketing tool for professionals

Business analysis formulas for Excel. Marketing tool for professionals

Business analysis formulas for Excel. Marketing tool for professionals

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Business analysis formulas for Excel. Marketing tool for professionals

Note: This is an Array Function (curly brackets { } ). To enter an array function: (1) select the range where you want to enter it, for instance, H13:J15; (2) type the formula; (3) press CTRL+SHIFT+ENTER.

Related functions
  • mmBEI
  • mmCAGR
  • mmCSII
  • mmCSIW
  • mmDBAVG
  • mmDBCOUNT
  • mmDBSUM
  • mmGROWTH
  • mmBDI
  • mmCDI
  • mmINTERPOLE
  • mmMOI
  • mmPERFCV
  • mmPERFO
  • mmPERFR
  • mmRANK
  • mmSHARE
Related MM4XL software tools
  • Benchmark Analyst
  • Descriptive Analyst
  • Semantic Differential
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