Marketing KPIs

Here are the main KPIs for the Marketing.  They are part of the Marketing Dashboard or Balanced Scorecard.

Please see the following table.

-> Recommended bibliography about marketing KPIs

Activity Subject Calculation
Corporate Revenue vs last year vs target
Gross margin vs last year vs target
Gross margin percentage (Revenue-COGS) ÷ Revenue
Markup rate (1-[cost ÷ selling price]) x 100
Market share Can be calculated considering the sales volume (unit market share) or the sales value (revenue market share)
Cost of marketing Total cost of marketing activities (advertising, trade fairs, PR, promotion, catalogs, product launch….)
Customers New customers Number of new customers acquired
Demographic analysis of new customers
Existing customers Revenue generated by segments of the customer population.
Profitability by segments of customers
Product Product life-cycle % of new products
% of new products revenue
% of products end of life
Sales due to launched products / services % sales due to product / services launched in previous period (e.g. the past year)
New product sales cannibalization Reduction in sales of existing products due to new products.
Average time-to-profitability for changes to existing products / services Time from the time a product change is envisioned or defined until it is profitable
Average time-to-profitability for new products / services Time from the time a new product is envisioned or defined until it is profitable
Time-to-market of changes to existing products / services Time from the time a product change is envisioned or defined until it is on store shelves
Time-to-market of new products / services Time from the time a new product is envisioned or defined until it is on store shelves
Customer satisfaction with new products / services
% of new customers from new products / services
Promotion Number of promotion per year vs target
Sales increase during promotion vs target
Cost of promotion
ROI of promotion Value of sales ÷ spend of promotion
Advertising Number of advertising campaign per year vs target
Sales increase during advertising campaign vs target
Cost of advertising
ROI of advertising Value of sales ÷ spend of campaign
Level of awareness of the product before and after People who recognize the product ÷ total people gathered
Number of people asked to buy products advertised after advertising program Number of people who bought products ÷ total number people who asked after advertising program
Sales of products advertised: be measured before and after the advertising program
Place – Merchandising Shelf productivity Sales ÷ number of meters of shelf space
Optimal number of meter of shelf space (% of sales + % gross margin) ÷ 2] * number of meter of shelf space
Sales sensitivity index % of sales ÷ % of used shelf space
Gross margin sensitivity index % of gross margin ÷  % of used shelf space
Shop Visit Rate (detailed at shelf level) Number of customer passing in front of the shelves ÷ number of customer coming inside the shop
Purchase index Number of customer buying inside the shelves area ÷ number of customer coming inside the shop
Attractivity index Number of customer buying inside the shelves area ÷ number of customer passing in front of the shelves
Inventory profitability gross margin ÷ average inventory value (at cost of sales)
E- Marketing Number of website hits
Number of new visitors New visitors ÷ total visitors
Return of the old visitors
Average number of page views per visitor
Bounce Number of people that left web just after visiting
Public Relation PR Awareness of the product through the public relations did Results before and after implementation of the PR
Awareness of customers and the public image of the product and business Results before and after implementation of the PR
Awareness of the enterprise through the public relations did Results before and after implementation of the PR


Recommended bibliography