Marketing KPIs, Metrics & Benchmarks

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KPI's & Data

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Conversion Rate: Direct Mail

The number of direct mailings (brochures, coupons, postcards, etc.) that result in a closed sale divided by the total number of direct mail items sent out over the same period of time, as a...

KPI Type : Quality

KPI's & Data

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Cycle Time: Product Improvement Implementation

The number of months required to develop, test and launch an improvement to an existing product, from the time the product improvement is approved for development until the improvement is im...

KPI Type : Service

KPI's & Data

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Cost-per-Click (CPC): Paid Search

The average cost of a single click for an ad being run through paid search (e.g., Google AdWords, etc.) over a certain period of time. Segment by keyword, product and audience.

KPI Type : Cost

KPI's & Data

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Cost-per-Click (CPC): Facebook

The average cost of a single click for an ad being run through Facebook over a certain period of time. Segment by keyword, product and audience.

KPI Type : Cost

KPI's & Data

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Cost-per-Click (CPC): LinkedIn

The average cost of a single click for an ad being run through LinkedIn over a certain period of time. Segment by keyword, product and audience.

KPI Type : Cost

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KPI's & Data

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Cost-per-Click (CPC): Instagram

The average cost of a single click for an ad being run through Instagram over a certain period of time. Segment by keyword, product and audience.

KPI Type : Cost

KPI's & Data

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Cost-per-Click (CPC): Twitter

The average cost of a single click for an ad being run through Twitter over a certain period of time. Segment by keyword, product and audience.

KPI Type : Cost

KPI's & Data

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Cost-per-Click (CPC): Online Video

The average cost of a single click for an ad being run through online video (e.g., YouTube, etc.) over a certain period of time. Segment by keyword, product and audience.

KPI Type : Cost

KPI's & Data

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Email Marketing Expense as a Percentage of Total Marketing Expense

The expense incurred through email marketing activities divided by the total expense incurred by the Marketing Department over the same period of time, as a percentage.

KPI Type : Cost

KPI's & Data

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Total Expense per Marketing Employee

The total expense incurred by the company (firm-wide) over a certain period of time divided by the number of employees working within the Marketing Department. Total expenses includes labor,...

KPI Type : Cost

KPI's & Data

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Marketing Personnel Budget as a Percentage of Marketing Budget

The dollar amount of the Marketing budget allocated to Marketing employee compensation divided by the total dollar amount budgeted for the Marketing Department to use over the same period of...

KPI Type : Cost

KPI's & Data

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Print Advertising Expense as a Percentage of Total Marketing Expense

The expense incurred through print advertising (newspapers, magazines, etc.) activities divided by the total expense incurred by the Marketing Department over the same period of time, as a p...

KPI Type : Cost

KPI's & Data

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Average Annual Base Salary: Product Managers

The average annual base salary for product managers working for the company over a certain period of time.

KPI Type : Cost

KPI's & Data

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Product Management Expense as a Percentage of Product Development Expense

The expense incurred by the Product Management function divided by the total expense incurred by the Product Development Department over the same period of time, as a percentage.

KPI Type : Cost

KPI's & Data

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Product Management Employees as a Percentage of Total Product Development Employees

The number of employees working within the Product Management function divided by the total number of employees working within the Product Development Department, as a percentage.

KPI Type : Organizational

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KPI's & Data

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Sales Representatives per Product Manager

The total number of Sales representatives divided by the number of product managers working for the company at the same point in time.

KPI Type : Organizational

KPI's & Data

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Cost-per-Click (CPC): Display Ads

The average cost of a single click for an ad being run through a display ad network over a certain period of time. Segment by keyword, product and audience.

KPI Type : Cost

KPI's & Data

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Percentage of New Products Meeting Profit Margin Target

The number of new products that meet or exceed their target profit margin goals for a certain period of time divided by the total number of new products launched in the last three years, as...

KPI Type : Quality

KPI's & Data

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Percentage of New Products Meeting Revenue Target

The number of new products that meet or exceed their target revenue goals for a certain period of time divided by the total number of new products launched in the last three years, as a perc...

KPI Type : Quality

KPI's & Data

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Percentage of Products Eliminated Due to High Production Cost

The number of products that were eliminated because of a failure to meet the final product price target (i.e., the product costs too much to develop and manufacture) divided by the total num...

KPI Type : Quality

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KPI's & Data

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Percentage of Products with Profit Margin Goals

The number of new products launched with defined profit margin goals divided by the total number of new products launched over the same period of time, as a percentage.

KPI Type : Quality

KPI's & Data

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Percentage of Sales Force Trained on New Products

The number of employees within the company's sales force that are formally trained on a new product prior to its launch divided by the total number of employees within the company's sales fo...

KPI Type : Quality

KPI's & Data

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New Product Operating Income as a Percentage of Total Operating Income

The dollar amount of operations-related income (EBIT) generated from products or services introduced to the market over the last three years divided by the total dollar amount of operations-...

KPI Type : Revenue

KPI's & Data

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New Product Profits as a Percentage of Total Profits

The dollar amount of profits (revenue minus expenses) generated from products introduced to the market in the last three years divided by the total dollar amount of profits generated by the...

KPI Type : Revenue

KPI's & Data

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New Product Revenue as a Percentage of Total Revenue

The dollar amount of revenue generated from products introduced to the market in the last three years divided by the total dollar amount of revenue generated by the company over the same per...

KPI Type : Revenue

KPI's & Data

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Order Channel Breakdown: Phone (Call Center)

The number of customer orders placed by phone divided by the total number of customer orders placed over the same period of time, as a percentage.

KPI Type : Volume

KPI's & Data

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Order Channel Breakdown: Email

The number of customer orders placed by email divided by the total number of customer orders placed over the same period of time, as a percentage.

KPI Type : Volume

KPI's & Data

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Order Channel Breakdown: E-Commerce

The number of customer orders placed through e-commerce websites or applications divided by the total number of customer orders placed over the same period of time, as a percentage.

KPI Type : Volume

KPI's & Data

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Order Channel Breakdown: Physical Retail Location

The number of customer orders placed at physical retail locations divided by the total number of customer orders placed over the same period of time, as a percentage.

KPI Type : Volume

KPI's & Data

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Number of Advertising Agencies Employed

The total number of outside (external) advertising agencies employed for the development and management of advertising campaigns at a certain point in time.

KPI Type : Quality

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