KPI - The One Key Marketing KPI

By: EconomyWatch   Date: 30 June 2010

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The one key marketing KPI, metric or Key Performance Indicator is revenue.

It is where the strategic intent and objectives of the Marketing Plan meet the promotional and sales activities

Revenue data is religiously collected by financial departments

Revenue data is attributable in most organisations (although often only at a high level)

The Holy Grail metric is profit

Revenues can be uneconomical (ie costs are more than revenue), and can be 'gamed' (for example by channel stuffing).

Profit is a true measure of the business value of all marketing activities.

To measure profit, we need to measure cost at the unit, activity and campaign level.

Cost attribution is generally harder than revenue attribution.

Definitions provided by Singapore's leading digital agency, Qais Consulting.

Sales & Marketing

Marketing for Dummies Guides

Measuring, Marketing, Metrics & KPIs

Online Marketing/ Digital Marketing


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