Marketing KPIs, Metrics & Benchmarks

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KPI's & Data

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Cycle Time: Time to Market

The number of business days required to place a product on the market to be sold, from the conception of the product/service (ideation) until it is available for purchase by the public.

KPI Type : Service

KPI's & Data

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Average Revenue per Customer

The total revenue generated by a product or service, or a line of products/services, over a certain period of time divided by the number of customers purchasing said product/service.

KPI Type : Revenue

KPI's & Data

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Market Potential

An estimate of the potential amount of money that could be made on a product or service. Calculated by multiplying four variables: number of potential customers, potential market share, aver...

KPI Type : Quality

KPI's & Data

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Market Penetration

The number of consumers who bought a specific brand or category of good or service during a certain period of time divided by total market population, as a percentage.

KPI Type : Quality

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KPI's & Data

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Organizational Structure: Product Management

A yes/no metric indicating whether the Product Management function is centralized (all employees in a single location) or decentralized.

KPI Type : Quality

KPI's & Data

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Activity Checklist: Product Management

A yes/no metric indicating whether the product management function is involved in the following activities: new product development, product pricing, product promotion, product tracking and...

KPI Type : Quality

KPI's & Data

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Total Employees: Product Managers

The total number of employees working within the Product Management function. Employee headcount may be segmented by location, product or team.

KPI Type : Organizational

KPI's & Data

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Number of Approvals Required: New Product Development

The total number of employees who must 'sign-off' to formally approve the development of a new product/service offering.

KPI Type : Volume

KPI's & Data

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Total Volume: Products Launched

The total number of new products or services launched over a certain period of time.

KPI Type : Volume

KPI's & Data

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Total Volume: Product Revisions

The total number of revisions a product or service undergoes over a certain period of time.

KPI Type : Volume

KPI's & Data

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Marketing Material Development Expense as a Percentage of Total Marketing Expense

The expense incurred through promotional materials (includes any expense required to develop and maintain marketing materials, or collateral, across all channels) divided by the total expens...

KPI Type : Cost

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KPI's & Data

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Total Employees: Writers

The total number of in-house writing employees (includes copywriters, technical writers and editors) working for the company. Employee headcount may be segmented by location, product or team...

KPI Type : Organizational

KPI's & Data

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Total Employees: Visual/Graphic Design Employees

The total number of in-house visual/graphic design employees working for the company. Employee headcount may be segmented by location, product or team.

KPI Type : Organizational

KPI's & Data

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Cycle Time: Marketing Material Approval

The number of business days required to approve the distribution of promotional marketing materials, from the time the promotional materials are presented for approval until they formally ap...

KPI Type : Service

KPI's & Data

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Number of Approvals Required: Marketing Materials

The total number of employees who must 'sign-off' to approve finished promotional marketing material(s) for distribution.

KPI Type : Quality

KPI's & Data

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User Engagement: Pageviews per Article or Blog Post

The number of website pageviews generated by a single article or blog post over a certain period of time.

KPI Type : Quality

KPI's & Data

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User Engagement: Comments per Article or Blog Post

The number of user comments generated by a single article or blog post over a certain period of time.

KPI Type : Quality

KPI's & Data

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User Engagement: Shares per Article or Blog Post

The number of user social media shares generated by a single article or blog post over a certain period of time.

KPI Type : Quality

KPI's & Data

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User Engagement: Comments + Shares per Article/Blog Post

The number of user comments and social media shares (i.e., engagement) generated by a single article or blog post over a certain period of time.

KPI Type : Quality

KPI's & Data

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Cycle Time: Marketing Material Production

The number of business days required to produce a piece of marketing material (should be segmented by print, web, video), from the ideation phase until the material is approved for use.

KPI Type : Service

KPI's & Data

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Unit Cost: Marketing Material Production

The total cost of producing marketing materials (should be segmented by print, web, video) divided by the total number of marketing documents produced over a certain period of time.

KPI Type : Cost

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KPI's & Data

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Clip Counting: TV

The amount of time (typically measured in minutes) that editorial PR coverage through the television consumes over a certain period of time.

KPI Type : Volume

KPI's & Data

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Clip Counting: Radio

The amount of time (typically measured in minutes) that editorial PR coverage through the radio consumes over a certain period of time.

KPI Type : Volume

KPI's & Data

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Clip Counting: TV + Radio

The amount of time (typically measured in minutes) that editorial PR coverage through both the television and the radio consume over a certain period of time.

KPI Type : Volume

KPI's & Data

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Total Volume: Promotional Events

The total number of promotional events (exhibits, presentations, seminars, conferences, etc.) held over a certain period of time.

KPI Type : Volume

KPI's & Data

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Bounce Rate

The number of visitors who navigate away from a website after viewing only one page divided by the total number of visitors a website receives over the same period of time, as a percentage.

KPI Type : Quality

KPI's & Data

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Total Number of Visits

The total number of visitors landing on a website over a certain period of time.

KPI Type : Volume

KPI's & Data

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Number of Unique Visits

The total number of unique (i.e., non-repeat) visitors landing on a website over a certain period of time.

KPI Type : Volume

KPI's & Data

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Average Length of Visit

The amount of time that website visitors stay on a website or application over a certain period of time divided by the total number of visitors a website receives.

KPI Type : Quality

KPI's & Data

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Total Pageviews

The total number of individual pages (i.e., pageviews) that visitors navigate to during one session on a website over a certain period of time.

KPI Type : Volume

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