Before dashboard creation, it’s important to define metrics and key performance indicators (KPI).

Which of them will you use into your dashboard? This choice depends on your function, your strategy and your market.

Difference between metric and KPI is objective. A KPI is a metric with an objective, a status and one or more trend(s).

You can use these metrics and KPI for strategical, tactical or operational dashboard. Context and filter will define the level. Be sure to develop your dashboard according on your organizational strategy and with business team, marketing analysts and marketing managers.

There are others metrics and KPIs for marketing department. I’m listing some KPIs that I often implement for my clients.

Marketing Metrics and KPI list

20 metrics and KPI for the marketing department:

• Ad click-through ratio (CTR)

• Average response rates of campaigns

• Brand consideration

• Brand credibility

• Consumer awareness

• Contact rate (number of contacts effectively contacted / number of contacts in the target list)

• Cost per converted lead

• Cost per lead

• Cost per mille (CPM)

• Gross rating point (GRP)

• Marketing budget ratio (MBR)

• Number of article placements in trade magazines

• Number of client visits

• Number of placements in trade magazines

• Number of trade shows attended / participated in

• Website hits / click-throughs / leads generated

• Q score ( a way to measure the familiarity and appeal of a brand)

• Return on investment (ROI) of brand

• Retourn on marketing investment (ROMI)

• Total cost of customer acquisition

This Kpi’s aren’t about customer satisfaction or customer experience 

To calculate these metrics and KPI you need to have access to your data:

management system, payroll system, accounting system, marketing system and website statistics.

20′ lists of Metrics & Kpis

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David-Marc Petit

Président at DWBI Expert

David-Marc PETIT est le président de DWBI Expert Inc. Il cumule plus de 20 ans d’expérience dans des entreprises de toutes tailles et tous secteurs, sur trois continents, en tant qu’expert en intelligence d’affaires. Il a fait de sa mission la démocratisation de l’intelligence d’affaires (Business Intelligence) pour optimiser les revenus et la performance de ses clients.

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