Here’s a list of the 50+ Key Performance Indicators (KPIs) from the book “Marketing Metrics: The Definitive Guide to Measuring Marketing Performance” by Paul Farris and co-authors. These KPIs are designed to help managers assess and measure marketing performance in a comprehensive way. Start cherry picking!
Share of Market KPIs:
- Market Share – The percentage of total sales in a market captured by the company.
- Relative Market Share – The company’s market share compared to its largest competitor.
- Share of Voice (SOV) – The percentage of total advertising or media exposure a brand receives compared to competitors.
- Share of Distribution – The percentage of retail or distribution outlets that stock a company’s products.
Pricing KPIs:
- Price Elasticity of Demand – Measures how sensitive customer demand is to changes in price.
- Price Premium – The percentage by which a product’s selling price exceeds a benchmark price.
- Break-even Analysis – The point at which total revenue equals total costs, indicating no net loss or gain.
- Percent Markup – The percentage difference between the cost and selling price of a product.
- Profit Margin – The percentage of sales that turns into profits after accounting for costs.
- Contribution Margin – Sales revenue minus variable costs, expressed as a percentage of sales.
Customer Profitability KPIs:
- Customer Lifetime Value (CLV) – The total net profit a company expects to generate from a customer over the entire business relationship.
- Customer Profitability – The net profit attributable to a specific customer, accounting for costs associated with serving that customer.
- Customer Retention Rate – The percentage of customers that continue to do business with the company over a given period.
- Customer Acquisition Cost (CAC) – The cost incurred to acquire a new customer.
- Customer Churn Rate – The percentage of customers lost over a given time period.
- Customer Satisfaction – Measures how products or services meet or surpass customer expectations, often using surveys.
- Net Promoter Score (NPS) – The likelihood of customers recommending your product or service to others.
Advertising and Media KPIs:
- Advertising Reach – The number of unique individuals who are exposed to a particular advertising message.
- Advertising Frequency – The number of times an individual is exposed to an ad during a campaign.
- Gross Rating Points (GRPs) – A measure of advertising impact, calculated by multiplying reach by frequency.
- Cost per Thousand Impressions (CPM) – The cost of reaching 1,000 individuals or households with an ad.
- Click-Through Rate (CTR) – The percentage of people who click on an ad after viewing it.
- Cost per Click (CPC) – The amount paid for each click on a digital ad.
- Conversion Rate – The percentage of people who take a desired action, such as making a purchase or signing up for a newsletter, after clicking on an ad.
- Cost per Acquisition (CPA) – The cost associated with acquiring a customer through an ad campaign.
- Return on Advertising Spend (ROAS) – Revenue generated from advertising divided by the total ad spend.
- Impressions – The number of times an ad is displayed, whether clicked or not.
- Viewability Rate – The percentage of ads that were actually viewable to users.
Digital Marketing KPIs:
- Website Traffic – The number of visitors to a website over a specific period.
- Bounce Rate – The percentage of visitors who leave a website after viewing only one page.
- Average Session Duration – The average time visitors spend on a website.
- Pages per Session – The average number of pages viewed per session by a visitor.
- Conversion Rate – The percentage of website visitors who complete a desired action, such as making a purchase or filling out a form.
- Email Open Rate – The percentage of recipients who open a marketing email.
- Email Click-Through Rate (CTR) – The percentage of email recipients who click on a link within the email.
- Email Bounce Rate – The percentage of emails that were not successfully delivered to recipients’ inboxes.
Sales Force and Channel Management KPIs:
- Sales Growth – The increase in sales over a specific period, expressed as a percentage.
- Sales per Representative – The amount of revenue generated by each salesperson.
- Sales Conversion Rate – The percentage of leads or prospects that are successfully converted into paying customers.
- Average Deal Size – The average dollar amount of closed sales deals.
- Sales per Channel – The amount of revenue generated through specific distribution or sales channels.
- Order Fulfillment Cycle Time – The time it takes from receiving an order to delivering the product to the customer.
- Return on Sales (ROS) – The percentage of net profit generated from total sales.
Brand Metrics KPIs:
- Brand Awareness – The extent to which consumers recognize or are familiar with a brand.
- Brand Preference – The degree to which customers favor one brand over competitors.
- Brand Equity – The value a brand adds to a product or service, often measured by the price premium customers are willing to pay.
- Brand Loyalty – The extent to which customers repeatedly purchase the same brand over time.
- Brand Perception – How consumers view and feel about a brand in terms of attributes, quality, and positioning.
- Brand Penetration – The percentage of a target market that has purchased a brand within a specific period.
Product and Portfolio Management KPIs:
- Product Line Profitability – The profit generated by each individual product or product line.
- Product Defection Rate – The percentage of customers who stop purchasing a particular product over a given period.
- Cannibalization Rate – The extent to which new product sales reduce sales of existing products within the same company.
- Innovation Rate – The percentage of sales generated from new products launched within a specific period.
- Product Return Rate – The percentage of products that are returned by customers after purchase.
Customer Engagement KPIs:
- Social Media Engagement Rate – The number of interactions (likes, comments, shares) on social media posts, relative to followers or reach.
- Customer Interaction Rate – Measures the extent of customer interaction with marketing materials, such as ads, emails, or content.
- Referral Rate – The percentage of new customers acquired through referrals from existing customers.
- Customer Advocacy – The extent to which customers recommend or promote a brand to others.
Financial Metrics in Marketing:
- Return on Marketing Investment (ROMI) – The financial return generated from marketing activities.
- Marketing Expense-to-Revenue Ratio – The proportion of revenue spent on marketing activities.
- Sales Volume – The number of units sold during a specific period.
- Revenue per Customer – The average revenue generated from each customer.
These metrics offer a robust framework for analyzing and optimizing marketing efforts, ensuring that (marketing) managers can make data-driven decisions across various marketing domains.
Ofcourse these kpi’s are too many to apply to your marketing performance deck.
Try to get 1 ‘North Star metric’ and build sub metrics below the primary one. Like Revenue, Profit, ARR or Customer Satisfaction, or Reach. Get the metrics that moves the business, not your vanity.
