Marketing KPIs
Purpose
The purpose of these KPIs is to assist Marketing staff and management optimise throughput thereby helping reduce costs, and maximise profit.
They provide pointers at the Marketing performance in the business, both as individuals and contributory components of teams and departments.
KPIs use either a single parameter or a combination of parameters, often generated automatically by 'counters' whereby the output is a comprehensive performance indicator in itself.
These counters can be built into the Marketing tools, the MMarketing management systems or programmed individually to suit local requirements.
Scope
The scope of these Key Performance Indicators is limited to activities, as defined by the organisation, to lie inder the relevant business area.
However the data used by and/or collected by the counters and measurement tools could originate from anywhere within - or without - the business.
Each individual KPI is reviewed to assess it's "
fitness for purpose" on a periodic basis as defined by the KPI owner.
This is a temporary message - once each individual 'scope" document is written, it will be replaced within the coding that produced this KPI document.
Definitions
Each KPI is described by the following items:
- KPI ID Number: contains the full name of the KPI.
- Target Value: contains the max or min threshold
- Frequency: describes the type of measurement i.e. daily, weekly, or monthly.
- Description: this item provides short explanation of the KPI.
- Formula: this item contains the formula composed by the counters for the KPI.
- Counters: this item contains counters used for calculation and described how they are triggered.
- Object Class: this item shows from which element the measurement statistical data are taken.
- Tools: this item shows which tool is used to calculate the KPI.
- Trigger: the event that starts the KPI measurement.
- Terminator: the event that stops the KPI measurement.
- Unit Range: this items shows the unit range value of the KPI.
- Review Period: this defines the aging process of the KPI. It helps management ensure it's use is relevant.
- Owner: this item reflects who has the authority to adjust the KPI paramaters and to whom any queries should be addressed concerning the measurements.
- Remark: this item is sometimes added to write notes and additional information.
- Process: the process or processes (or work instruction/procedure) to which this KPI is applicable.
A measurement type can have several sub-counters; therefore the used sub-counters are listed in brackets with following meanings as examples:
- [3]: sub-counter 3 has to be taken.
- [1,2,4]: sub-counters 1, 2 and 4 have to be added.
- [1 - 4, 7 - 10]: sub-counters 1, 2, 3, 4, 7, 8, 9 and 10 have to be added.
- [all]: all sub-counters have to be added.
Not all Definitions apply to every KPI. Where an element has no value in the database, it is not displayed.
Note that when the average of a series of inputs is calculated, this is taken to be the arithmetic MEDIAN.
Measurables
Details
| KPI Mkt1 |
Press Release Effectiveness |
| Description |
Measures the impact on the target audience of a press release. |
| Process |
|
|
| KPI Mkt2 |
Promotion Effectiveness |
| Description |
Measures the impact on the target audience of a promotion. |
| Process |
|
|
| KPI Mkt3 |
Promotion Costs |
| Description |
KPIs tell manufacturers and retailers how trade promotions performed relative to their pre-determined objectives. A lack of understanding on what trade promotion data to measure and how to measure performance can hinder the overall process. Manufacturers and retailers will not know what made a promotion effective or ineffective unless they have predetermined data points to measure and analyze. |
| Process |
|
|
| KPI Mkt4 |
Advertising Effectiveness |
| Description |
Measures the impact on the target audience of an advertising campaign. |
| Process |
|
|
| KPI Mkt5 |
Advertising Costs (CPT) |
| Description |
CPT (cost per thousand) cost to reach 1000 of the target audience/vehicle |
| Process |
|
|
| KPI Mkt6 |
Advertising Costs (CPRP) |
| Description |
CPRP (cost per rating point) = cost per media buy/Vehicle’s rating |
| Process |
|
|
| KPI Mkt7 |
Advertising Costs (Weighted CPT) |
| Description |
Weighted CPT = ad cost x 100 / actual audience reached |
| Process |
|
|
| KPI Mkt8 |
Product Awareness |
| Description |
Proportion of individuals within a target market who are aware of a particular product and/or brand. Famous brands, with large marketing and advertising budgets, such as Coca Cola, Microsoft, and McDonald's, may have close to 100% brand recognition. Brands with a very high product awareness are usually brand leaders in their market. |
| Process |
|
|
| KPI Mkt9 |
Advertising Messages Awareness |
| Description |
Percentage of awareness of advertising messages |
| Process |
|
|
| KPI Mkt10 |
Targeted Customers Level |
| Description |
The level of targeted customers with messages and advertising program |
| Process |
|
|
| KPI Mkt11 |
Advertising Message Rating |
| Description |
Rating by customers of advertising messages |
| Process |
|
|
| KPI Mkt12 |
Post-advertising Product Awareness |
| Description |
Post-advertising Product Awareness |
| Process |
|
|
| KPI Mkt13 |
Post-advertising Product Sales |
| Description |
Post-advertising Product Sales |
| Process |
|
|
| KPI Mkt14 |
New e-Marketing Inspired Visitors |
| Description |
New e-Marketing inspired visitors |
| Process |
|
|
| KPI Mkt15 |
Old Visitor Return Rate |
| Description |
Rate of return of the old visitors |
| Process |
|
|
| KPI Mkt16 |
Page Views per Visitor |
| Description |
Number of page views / visitors |
| Process |
|
|
| KPI Mkt17 |
Order Size |
| Description |
Number of goods / Order |
| Process |
|
|
| KPI Mkt18 |
Average Order Value |
| Description |
The value of the average order |
| Process |
|
|
| KPI Mkt19 |
Bounce Rate |
| Description |
Bounce Rate (Rate that left web just after visiting) |
| Process |
|
|
| KPI Mkt20 |
Time To Load |
| Description |
Time to load web site |
| Process |
|
|
| KPI Mkt21 |
Source Access |
| Description |
Web site source access |
| Process |
|
|
| KPI Mkt22 |
Orders per Customer per Year |
| Description |
The number of orders per customer per year |
| Process |
|
|
| KPI Mkt23 |
Cart Cancellation Rate |
| Description |
Cancellation rate of shopping cart |
| Process |
|
|
| KPI Mkt24 |
Payment Cancellation Rate |
| Description |
Cancellation rate of payment / cart |
| Process |
|
|
| KPI Mkt25 |
Page Departure Rate |
| Description |
The page number visitors of page left / Total visitors of page |
| Process |
|
|
| KPI Mkt26 |
Advertising Reach |
| Description |
Number of target reached with the selected medium |
| Process |
|
|
| KPI Mkt27 |
Advertising Frequency Effectiveness |
| Description |
Number of times target must see ad and % of target that must be exposed in order to reach Objectives. |
| Remarks & Comment |
Number of times target exposed to same ad within a specified time frame |
| Process |
|
|
| KPI Mkt28 |
ERP |
| Description |
Effective Rating Points - GRPs adjusted for % of target audience that actually sees or ignores the message (i.e. 30% of target audience may “zip” or “zap” the commercial, stop watching, be inattentive, etc.) |
| Process |
|
|
| KPI Mkt29 |
GRP |
| Description |
Gross Rating Points - Measure is specifically for television (and sometimes radio) media buys. GRP is a summary number. It does not provide distribution characteristics. |
| Formula |
Reach x Frequency |
| Process |
|
|