Click on any group within the Marketing department to view its KPIs:
Advertising
Brand lift
The impact of the ad on brand awareness and perception. It helps to ensure that the ad is helping to build the brand.
Click-through rate (CTR)
The percentage of people who clicked on the ad after seeing it. It’s a good indicator of how compelling the ad is.
Conversion rate
The percentage of people who took a desired action, such as making a purchase or filling out a form, after clicking on the ad.
Cost per click (CPC)
How much it costs to generate one click on the ad. It helps to ensure that the ad is cost-effective.
Engagement rate
How many people interacted with the ad, such as liking or commenting on a social media post.
Frequency
How many times the average person saw the ad. It helps to ensure that the ad is seen enough times to be effective without being seen too many times and becoming annoying.
Reach
How many people were exposed to the ad. It can be measured in a number of ways, such as impressions, unique visitors, or views.
Return on investment (ROI)
The amount of revenue generated by the ad compared to the cost of running it.
Share of voice
How much of the conversation in a particular industry or market is being dominated by the company’s ads. It helps to ensure that the company is getting its message out to the right people.
Viewability
How much of the ad was actually seen by the viewer. It helps to ensure that the ad is being displayed in a way that is visible and effective.
Analytics
A/B testing
The effectiveness of different variations of marketing campaigns or website features. It helps the company to optimize its marketing efforts and improve conversion rates.
Churn rate
The percentage of customers who stop doing business with the company over time. It helps to identify areas where the company can improve customer retention.
Conversion rate
The percentage of website visitors who take a desired action, such as making a purchase or filling out a form. It helps to identify how effective the company’s website is in converting visitors into customers.
Customer lifetime value (CLV)
The total value that a customer will generate over the course of their relationship with the company. It helps to identify the most valuable customers and how to retain them.
Customer satisfaction
How satisfied customers are with the company’s products, services, and overall experience. It helps to identify areas where the company can improve.
Customer segmentation
Identifies different groups of customers based on their needs, preferences, and behaviors. It helps the company to develop more targeted marketing strategies.
Marketing attribution
The contribution of each marketing channel to the company’s overall revenue. It helps to identify which channels are most effective in driving sales and where to allocate marketing resources.
Return on investment (ROI)
The return on investment for the company’s marketing campaigns. It helps to identify which campaigns are most effective in generating revenue and which ones need to be optimized.
Social media engagement
The level of engagement on the company’s social media channels, such as likes, comments, and shares. It helps to identify how well the company is engaging with its audience on social media and how to improve its social media strategy.
Website traffic
The number of visitors to the company’s website, which helps to identify how effective the company’s marketing campaigns are in driving traffic.
Brand Management
Brand advocacy
The percentage of customers who actively recommend the brand to others, which can be an indicator of brand strength and customer loyalty.
Brand awareness
The level of recognition and recall that the brand has among its target audience.
Brand equity
The overall perceived value of the brand by customers and stakeholders, which can be influenced by factors such as quality, reputation, and emotional appeal.
Brand loyalty
The percentage of customers who remain loyal to the brand over time, which can be an indicator of customer satisfaction and the effectiveness of marketing efforts.
Brand perception
The perception of the brand among customers and stakeholders, including factors such as quality, trustworthiness, and innovation.
Brand reach
The total number of people who have been exposed to the brand through various channels, such as advertising, social media, and events.
Conversion rates
The percentage of people who have interacted with the brand and then taken a desired action, such as making a purchase or signing up for a newsletter.
Market share
The percentage of total sales in a given market that are attributable to the brand, which can be an indicator of the brand’s competitiveness and growth potential.
Net promoter score (NPS)
The likelihood that customers would recommend the brand to others, based on a scale from 0 to 10.
Social media engagement
The level of engagement and interaction that the brand has on social media platforms, including likes, shares, comments, and followers.
Channel Marketing
Channel conflict rate
The frequency and severity of channel conflict, such as when two or more partners compete for the same customer. It helps to identify areas where the company can improve partner relationships and minimize conflict.
Channel marketing ROI
The return on investment for the company’s channel marketing programs, such as co-marketing campaigns, trade shows, and promotions. It helps to identify which programs are most effective in driving sales and which ones need to be optimized.
Channel partner enablement
The level of support and resources provided to channel partners, such as training, marketing materials, and sales tools. It helps to identify areas where the company can improve partner relationships and enable partners to sell more effectively.
Channel partner engagement
The level of engagement with the company’s channel partners, such as the number of new partners signed, the number of partner events attended, and the number of leads generated by partners. It helps to identify areas where the company can improve partner relationships and drive more sales through partners.
Channel partner satisfaction
How satisfied channel partners are with the company’s support, training, and overall partnership. It helps to identify areas where the company can improve partner relationships and drive more sales through partners.
Channel performance metrics
The performance of each sales channel in terms of key metrics such as conversion rate, average order value, and customer lifetime value. It helps to identify which channels are most effective in driving sales and where to allocate marketing resources.
Channel pipeline velocity
The speed at which leads move through the sales pipeline, from initial contact to close. It helps to identify areas where the company can improve its sales processes and drive more revenue through partners.
Channel program effectiveness
The effectiveness of the company’s channel programs, such as partner recruitment, onboarding, and enablement. It helps to identify areas where the company can optimize its channel programs and drive more sales through partners.
Market coverage
The company’s market coverage, such as the number of territories, countries, or regions covered by the company’s channel partners. It helps to identify areas where the company can expand its reach and drive more sales through partners.
Sales revenue by channel
The revenue generated by each sales channel (e.g., online, retail, wholesale). It helps to identify which channels are most effective in driving sales and where to allocate marketing resources.
Creative Services
Brand consistency
The level of consistency in the use of brand guidelines across all creative work produced by the team. It helps to identify how well the team is adhering to brand standards and where improvements can be made.
Budget adherence
The team’s ability to stay within budget for each project. It helps to identify how well the team is managing its resources and where improvements can be made.
Customer feedback
Customer feedback on the team’s creative work, including satisfaction scores and comments. It helps to identify areas where the team is excelling and where improvements can be made to better meet customer needs.
Innovation and creativity
The level of innovation and creativity demonstrated by the team in their work. It helps to identify areas where the team is excelling in creative thinking and where improvements can be made to encourage more innovation.
Internal collaboration
The level of collaboration between the Creative Services team and other teams within the Marketing Department. It helps to identify how well the team is working with other teams to deliver creative projects and where improvements can be made to improve collaboration.
On-time project delivery
The percentage of projects that are delivered on or before the deadline. It helps to identify how efficient the team is at delivering creative projects on time and where improvements can be made.
Project volume
The number of creative projects completed by the team over a given period of time. It helps to identify how busy the team is and where resources may need to be allocated to manage workload.
Quality of creative work
The quality of creative work produced by the team, including metrics like customer satisfaction, award wins, and the number of reworks required. It helps to identify how effective the team is at producing high-quality creative work and where improvements can be made.
Turnaround time
The time it takes for the team to complete a project from start to finish. It helps to identify how efficiently the team is managing its resources and where improvements can be made to reduce turnaround time.
Utilization rate
The percentage of time that team members are actively working on creative projects. It helps to identify how efficiently the team is utilizing its resources and where improvements can be made.
Digital Marketing
Conversion rate
The percentage of website visitors who take a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter. It helps to identify which website pages and marketing campaigns are most effective in driving conversions.
Cost per acquisition (CPA)
The cost of acquiring a new customer or lead through digital marketing channels, such as search ads, social media ads, and email marketing. It helps to identify which channels are most cost-effective and where to allocate marketing resources.
Customer lifetime value (CLV)
The total value that a customer will bring to the company over their lifetime, including repeat purchases and referrals. It helps to identify which customer segments are most valuable and where to allocate marketing resources.
Email open rate and click-through rate (CTR)
The percentage of email subscribers who open an email and click on a link within the email. It helps to identify which email campaigns are most effective in driving engagement and which ones need to be optimized.
Mobile app downloads and usage
The number of downloads and usage of the company’s mobile app. It helps to identify the popularity of the company’s mobile app and where to allocate resources to improve user engagement.
Return on investment (ROI)
The return on investment for the company’s digital marketing campaigns, such as search ads, social media ads, and email marketing. It helps to identify which campaigns are most effective in driving revenue and which ones need to be optimized.
Search engine rankings
The company’s position in search engine results pages for relevant keywords. It helps to identify which search terms are most important and where to allocate search engine optimization (SEO) resources.
Social media engagement
The level of engagement with the company’s social media accounts, such as likes, comments, and shares. It helps to identify which social media channels are most effective in engaging with customers and where to allocate social media resources.
Video engagement
The level of engagement with the company’s video content, such as views, likes, and shares. It helps to identify which video content is most effective in engaging with customers and where to allocate resources to improve video content.
Website traffic
The number of visitors to the company’s website, the sources of the traffic, and the pages they visit. It helps to identify which marketing channels are driving the most traffic and where to allocate marketing resources.
Market Research
Brand awareness
How well the company’s brand is known and recognized by consumers. It helps to identify how well the company is doing in building its brand.
Competitive analysis
The activities of competitors, such as their product offerings, marketing campaigns, and pricing strategies. It helps the company to identify areas where it can differentiate itself and gain an advantage.
Customer behavior
How customers behave, such as how they shop, what they buy, and how much they spend. It helps the company to better understand its customers and tailor its offerings accordingly.
Customer retention rate
The percentage of customers who continue to do business with the company over time. It helps to identify how well the company is retaining its customers.
Customer satisfaction
How satisfied customers are with the company’s products, services, and overall experience. It helps to identify areas where the company can improve.
Market segmentation
Different groups of customers based on their needs, preferences, and behaviors. It helps the company to develop more targeted marketing strategies.
Market share
The company’s share of the overall market. It helps to identify how the company is performing relative to its competitors.
Market trends
Changes in the market over time, such as shifts in consumer preferences or emerging trends. It helps the company to stay ahead of the curve and identify new opportunities.
Net promoter score (NPS)
The likelihood of customers to recommend the company to others. It helps to gauge the loyalty of the company’s customer base.
Sales performance
The company’s sales performance over time, including revenue, profit margin, and sales growth. It helps to identify how well the company is performing financially and how it can improve its bottom line.
Overall Marketing Department
Brand awareness
The extent to which a brand is recognized and remembered by its target audience. A higher level of brand awareness is generally better, as it indicates that the marketing organization is effectively building and promoting the brand.
Conversion rate
The percentage of website visitors or leads that convert into customers. A higher conversion rate is generally better, as it indicates that the marketing organization is effectively persuading visitors to take a desired action (e.g., making a purchase or filling out a form).
Cost per acquisition (CPA)
The cost of acquiring a customer through marketing efforts. A lower CPA is generally better, as it indicates that the marketing organization is effectively targeting and converting potential customers.
Customer lifetime value (CLV)
The total value that a customer is expected to bring to a business over the course of their relationship with the company. A higher CLV is generally better, as it indicates that the marketing organization is effectively retaining and monetizing customers.
Customer satisfaction
The extent to which customers are satisfied with the products or services they have received from the company. A higher level of customer satisfaction is generally better, as it indicates that the marketing organization is effectively meeting the needs and expectations of its customers.
Engagement
The level of interaction that a marketing campaign or piece of content is able to generate (e.g., likes, comments, shares). A higher level of engagement is generally better, as it indicates that the marketing organization is creating content that resonates with its target audience.
Lead generation
The number of leads (potential customers) that are generated through marketing efforts. A higher volume of leads is generally better, as it indicates that the marketing organization is effectively attracting and capturing the attention of potential customers.
Market share
The percentage of total sales within a particular market that are captured by a company. A higher market share is generally better, as it indicates that the marketing organization is effectively competing in its target market.
Return on investment (ROI)
The profit or loss generated from a marketing campaign, expressed as a percentage of the investment made. A higher ROI is generally better, as it indicates that the marketing organization is generating more revenue from its campaigns than it is spending.
Traffic
The number of visitors to a website or landing page. A higher traffic volume is generally better, as it indicates that the marketing organization is effectively driving traffic to its online assets.
Product Marketing
Customer acquisition cost (CAC)
The cost of acquiring new customers. It helps to ensure that the company is acquiring customers in a cost-effective manner.
Customer feedback
Feedback from customers, such as satisfaction surveys or product reviews. It helps the company to identify areas where it can improve its products and services.
Customer lifetime value (CLV)
The total value that a customer will generate over the course of their relationship with the company. It helps to identify the most valuable customers and how to retain them.
Market share
The company’s share of the overall market. It helps to identify how well the company is performing relative to its competitors.
Product adoption rate
The rate at which customers are adopting the company’s new products. It helps to identify how successful the company’s product launches are.
Product feature adoption
The adoption rate of specific product features or functionalities. It helps the company to understand which features are most important to customers and how to prioritize product development.
Product lifecycle
The lifecycle of the company’s products, from introduction to decline. It helps the company to manage its product portfolio and make strategic decisions about new product development.
Product positioning
How the company’s products are positioned relative to competitors in the market. It helps to identify areas where the company can differentiate its products and gain an advantage.
Product revenue
The revenue generated by the company’s products over time. It helps to identify how well the company’s products are selling and how they are contributing to the bottom line.
Sales performance
The company’s sales performance over time, including revenue, profit margin, and sales growth. It helps to identify how well the company is performing financially and how it can improve its bottom line.
Public Relations
Brand reputation
The overall perception of the company’s brand in the market, including reputation score, brand recognition, and brand sentiment. It helps to identify areas of the brand that need improvement and where to allocate resources to improve brand reputation.
Crisis management effectiveness
How effectively the company responds to and manages crisis situations, including speed of response, transparency, and effectiveness of messaging. It helps to identify which crisis management strategies are most effective and where to allocate resources to improve crisis management capabilities.
Executive thought leadership
The level of engagement with executive thought leadership content, including articles, interviews, and speaking engagements. It helps to identify which executives are most effective in promoting the company’s brand and where to allocate resources to improve executive thought leadership.
Influencer engagement
The level of engagement with influencers and thought leaders in the company’s industry, including shares, comments, and likes on social media. It helps to identify which influencers are most effective in promoting the company’s brand and where to allocate influencer marketing resources.
Media coverage
The volume and quality of media coverage that the company receives, including articles, news segments, and mentions in social media. It helps to identify which media outlets are most effective in reaching the company’s target audience and where to allocate PR resources.
Message resonance
How well the company’s messaging is resonating with the target audience, including sentiment analysis, message recall, and message comprehension. It helps to identify which messages are most effective in driving brand awareness and engagement.
Share of voice
The company’s share of media coverage in comparison to its competitors, including volume, tone, and sentiment. It helps to identify which competitors are most active in the media and where to allocate PR resources to stay competitive.
Social media reach
The reach and engagement of the company’s social media accounts, including followers, likes, shares, and comments. It helps to identify which social media channels are most effective in reaching the target audience and where to allocate resources to improve social media reach.
Stakeholder satisfaction
The level of satisfaction among stakeholders, including employees, customers, investors, and partners. It helps to identify areas where stakeholders are most satisfied and where to allocate resources to improve stakeholder satisfaction.
Website referral traffic
The amount of website referral traffic generated from PR efforts, including links from media outlets, mentions on social media, and guest blog posts. It helps to identify which PR efforts are most effective in driving website traffic and where to allocate resources to improve website referral traffic.
