What’s NTB?
New-to-brand (NTB) is essentially a reflection of how many new consumers a brand is attracting. It’s a metric that determines if a purchase was made by a customer known to have bought before, or a first-time buyer of the brand. It is mainly used to track sales of products being promoted through advertising, to help determine the effectiveness of the campaign.
There are a few different approaches to measuring NTB. One of the most frequently used is to count the proportion of NTB orders as a % of total orders.
Alternatives include:
- The number of NTB orders
- The value...