Marketing, 20 metrics & KPI
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
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.
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