Marketing KPIs & Benchmark Data

Marketing Metric Definitions, Benchmarking Data & Reports

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Showing results 1 through 31 of 357 records
Advertising Expense (All Channels) as a Percentage of Total Revenue Total advertising expense incurred by the company divided by total revenue generated over the same period of time, as a percentage. See data (181)
Net Promoter Score (NPS) Net Promoter Score (NPS) measures, on a scale of 1-10, how likely a customer is to recommend a company to a friend, family member or coworker. NPS is calculated by subtracting the percentage of detractors (those who rate the company from 0-6) from the percentage of promoters (those who rate the company from 9-10). See data (148)
Total Expense: Traditional Advertising/Marketing Total expense incurred by the traditional marketing/advertising function over a certain period of time. See data (130)
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. See data (112)
Click-Through Rate (CTR): Facebook The number of impressions (i.e., views) generated through Facebook that result in a click (i.e., a 'click-through') divided by the total number of Facebook impressions over the same period of time, as a percentage. See data (112)
Cost per Thousand (CPM): Facebook The total cost of Facebook marketing campaigns divided by each one-thousand impressions (i.e., views) generated through Facebook over a certain period of time. See data (112)
Customer Satisfaction Index (ACSI) A customer survey scale from 0 - 100, derived from a combination of 3 questions (0 - 10) measuring different aspects of customer experience. This metric was developed and is maintained by the American Customer Satisfaction Index (ACSI) group. See data (96)
Email Marketing: Click Rate The percentage of emails sent out to customers or subscribers over a certain period of time that result in a click somewhere within the email body. Segment based on campaign or content to compare email marketing methods. See data (87)
Email Marketing: Unsubscribe Rate The number of users who unsubscribe from the company's email lists after receiving a marketing campaign email divided by the total number of emails sent during that campaign, as a percentage. See data (86)
Email Marketing: Unique Open Rate The number of times an individual user opens an email sent out during an email campaign divided by the total number of emails sent during that campaign. "Unique opens" does not counts subsequent opens beyond the first open for individual users. See data (82)
Email Marketing: Click-to-Open Rate The percentage of emails opened by customers or subscribers over a certain period of time that result in a click somewhere within the email body. Segment based on campaign or content to compare email marketing methods. See data (78)
Email Marketing: Hard Bounce Rate The number of emails sent during an email campaign that are not deliverable due to a hard bounce (fake or disabled email address or domain, blocked by server, etc.) divided by the total number of emails sent during that campaign, as a percentage. See data (77)
Email Marketing: Spam Complaint Rate The number of users who submit a spam or abuse report after receiving a marketing campaign email divided by the total number of emails sent during that capmaign, as a percentage. See data (77)
Marketing Expense as a Percentage of Total Revenue Total expense incurred by the Marketing department (wages, benefits, overhead, campaign expenditures, etc.) divided by total revenue earned by the company over the same period of time, as a percentage. See data (49)
Marketing Headcount Ratio The number of company-wide employees divided by the total number of marketing employees (across all marketing sub-groups) working for the company. See data (42)
Response Rate: Direct Mail The number of direct mail recipients that responded to mail advertising campaigns (inquiries from submissions, etc.) divided by the total number of direct mail recipients (i.e., mailed a brochure, catalog, etc.) contacted over the same period of time, as a percentage. See data (41)
Cost per Thousand (CPM): Cable Television The total cost of cable television marketing campaigns divided by each one-thousand impressions (i.e., views) generated through the cable TV advertising channel over a certain period of time. See data (37)
Total Revenue per Marketing Employee Total revenue generated by the company over a certain period of time divided by the total number of employees in the Marketing department. See data (31)
Cycle Time: Time to Market The number of 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. See data (31)
Social Media Marketing Expense as a Percentage of Total Marketing Expense Total social media marketing expense divided by total marketing department expense over the same period of time, as a percentage. See data (26)
Cycle Time: Digital Marketing (Launch-to-Analytics) The number of days required to run a digital marketing campaign and prepare and analyze post-campaign data and reports. See data (19)
New Product Revenue as a Percentage of Total Revenue The total 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 over the same period of time, as a percentage. See data (16)
Product Management Headcount Ratio The number of company-wide employees divided by the total number of product management employees working for the company. See data (15)
Sales and Marketing Expense as a Percentage of Total Revenue Total expense incurred by both the Marketing and Sales Departments (wages, benefits, commissions, overhead, campaign expenditures, etc.) divided by total revenue earned by the company over the same period of time, as a percentage. See data (15)
Marketing Budget as a Percentage of Total Revenue Total budgeted expense for the Marketing Department divided by total revenue generated by the company over the same period of time, as a percentage. See data (13)
Cycle Time: Marketing Campaign The number of months required to complete a marketing campaign, from campaign idea generation until the campaign ends and the campaign information is transferred to the analysis team. See data (12)
New Product Operating Income as a Percentage of Total Operating Income The total 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 operations-related income generated over the same period of time, as a percentage. See data (12)
Average Annual Base Salary: Product Managers The average annual base salary for product managers working for the company over a certain period of time. See data (12)
Advertising Expense (Digital Channels) as a Percentage of Total Advertising Expense Total digital channel (SEO, social media, paid search, online video, display ads) advertising expense incurred by the company divided by total revenue generated over the same period of time, as a percentage. See data (12)
Advertising Expense (Traditional Channels) as a Percentage of Total Advertising Expense Total traditional channel (TV, radio, print, outside ads) advertising expense incurred by the company divided by total advertising expense incurred over the same period of time, as a percentage. See data (12)

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