Marketing KPIs, Metrics & Benchmarks

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KPI's & Data

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Total Expense: Digital Marketing

The total expense incurred by the Digital Marketing function over a certain period of time. Total expense includes labor, benefits, occupancy, and technology costs.

KPI Type : Cost

KPI's & Data

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Total Volume: Direct Mail Campaigns (to Customers)

The total number of direct mail campaigns carried out over a certain period of time that were directed towards existing customers.

KPI Type : Volume

KPI's & Data

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Total Volume: Direct Mail Campaigns (to Prospects)

The total number of direct mail campaigns carried out over a certain period of time that were directed towards potential customers (i.e., prospects).

KPI Type : Volume

KPI's & Data

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Marketing Programs per Marketing Employee

The number of marketing programs developed over a certain period of time divided by the total number of employees working within the Marketing Department. A marketing 'program' is defined as...

KPI Type : Productivity

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KPI's & Data

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Email Marketing: Soft Bounce Rate

The number of emails sent during an email campaign that are not deliverable due to a soft bounce (attachment size too large, mailbox full, etc.) divided by the total number of emails sent du...

KPI Type : Quality

KPI's & Data

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Email Marketing: Bounce Rate

The number of emails sent during an email campaign that are not deliverable (i.e., hard or soft 'bounce') divided by the total number of emails sent during that campaign, as a percentage.

KPI Type : Quality

KPI's & Data

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Unit Cost: Email Marketing Campaign

The total cost of running email marketing campaigns divided by the number of email campaigns launched over the same period of time.

KPI Type : Cost

KPI's & Data

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Unit Cost: Sales Promotion Program

The total cost of conducting sales promotional campaigns and programs divided by the number of sales promotional campaigns launched over the same period of time.

KPI Type : Cost

KPI's & Data

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Sales Promotion Program Return on Investment

The total revenue generated through a promotional sales campaign divided by the cost of developing, launching and maintaining that program, as a percentage.

KPI Type : Quality

KPI's & Data

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Total Volume: Sales Promotions

The total number of sales promotion campaigns launched over a certain period of time.

KPI Type : Volume

KPI's & Data

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Total Marketing Budget

The total budgeted expense allotted for the Marketing Department to use over a certain period of time.

KPI Type : Cost

KPI's & Data

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Lead-to-Close Rate: All Channels

The number of qualified sales leads generated through all channels (digital, traditional and direct) that are converted into paying customers divided by the total number of sales leads gener...

KPI Type : Quality

KPI's & Data

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Lead-to-Close Rate: All Direct Channels

The number of qualified sales leads generated through direct channels (email, phone, direct mail) that are converted into paying customers divided by the total number of sales leads generate...

KPI Type : Quality

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KPI's & Data

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Lead-to-Close Rate: Direct Mail

The number of qualified sales leads generated through direct mail campaigns that are converted into paying customers divided by the total number of sales leads generated through direct mail...

KPI Type : Quality

KPI's & Data

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Lead-to-Close Rate: Email

The number of qualified sales leads generated through email campaigns that are converted into paying customers divided by the total number of sales leads generated through email over the sam...

KPI Type : Quality

KPI's & Data

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Lead-to-Close Rate: Phone

The number of qualified sales leads generated through the phone that are converted into paying customers divided by the total number of sales leads generated through the phone over the same...

KPI Type : Quality

KPI's & Data

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Lead-to-Close Rate: All Traditional Channels

The number of qualified sales leads generated through traditional channels (TV, radio, print, outside ads) that are converted into paying customers divided by the total number of sales leads...

KPI Type : Quality

KPI's & Data

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Lead-to-Close Rate: All Television

The number of qualified sales leads generated through television advertising that are converted into paying customers divided by the total number of sales leads generated through TV ads over...

KPI Type : Quality

KPI's & Data

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Lead-to-Close Rate: Syndicated Television

The number of qualified sales leads generated through syndicated television advertising that are converted into paying customers divided by the total number of leads generated through syndic...

KPI Type : Quality

KPI's & Data

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Lead-to-Close Rate: Broadcast Television

The number of qualified sales leads generated through broadcast television advertising that are converted into paying customers divided by the total number of leads generated through broadca...

KPI Type : Quality

KPI's & Data

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Lead-to-Close Rate: Cable Television

The number of qualified sales leads generated through cable television advertising that are converted into paying customers divided by the total number of leads generated through cable TV ad...

KPI Type : Quality

KPI's & Data

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Lead-to-Close Rate: Outside Ads

The number of qualified sales leads generated through outside/outdoor advertising (e.g., billboards, etc.) that are converted into paying customers divided by the total number of leads gener...

KPI Type : Quality

KPI's & Data

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Lead-to-Close Rate: Radio

The number of qualified sales leads generated through radio advertising that are converted into paying customers divided by the total number of leads generated through radio ads over the sam...

KPI Type : Quality

KPI's & Data

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Lead-to-Close Rate: Print

The number of qualified sales leads generated through print advertising (e.g., newspapers, magazines) that are converted into paying customers divided by the total number of leads generated...

KPI Type : Quality

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KPI's & Data

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Lead-to-Close Rate: All Digital Channels

The number of qualified sales leads generated through digital marketing channels (SEO, social media, paid search, online video, display ads) that are converted into paying customers divided...

KPI Type : Quality

KPI's & Data

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Lead-to-Close Rate: SEO (Organic Search)

The number of qualified sales leads generated through search engine marketing channels (i.e., organic search) that are converted into paying customers divided by the total number of leads ge...

KPI Type : Quality

KPI's & Data

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Lead-to-Close Rate: Paid Search

The number of qualified sales leads generated through paid search advertising channels (e.g., Google AdWords, etc.) that are converted into paying customers divided by the total number of le...

KPI Type : Quality

KPI's & Data

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Lead-to-Close Rate: Display Ads

The number of qualified sales leads generated through display ad network advertising channels that are converted into paying customers divided by the total number of leads generated through...

KPI Type : Quality

KPI's & Data

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Lead-to-Close Rate: Social Media (All Platforms)

The number of qualified sales leads generated through social media marketing channels (i.e., Facebook, LinkedIn, Twitter, etc.) that are converted into paying customers divided by the total...

KPI Type : Quality

KPI's & Data

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Lead-to-Close Rate: Facebook

The number of qualified sales leads generated through Facebook marketing that are converted into paying customers divided by the total number of leads generated through Facebook over the sam...

KPI Type : Quality

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