KPI – The One Key Marketing KPI

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 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 Industry, Marketing Trade
• Sales Industry, Sales Trade
• The Sales Funnel

Marketing for Dummies Guides

• Marketing for Dummies
• Marketing Plan
• Marketing Strategy
• Positioning
• Differentiation
• Brand Equity
• Brand Marketing
• Direct Marketing
• RFM – Recency Frequency Monetary
• Breakeven Response Rate
• Customer Profitability
• CLV – Customer Lifetime Value
• Loyalty Program
• The 4 Ps
• The Campaign Framework
• The Marketing Budget
• The Marketing Mix

Measuring, Marketing, Metrics & KPIs

• KPI – The One Key Marketing Metric
• Marketing KPIs and Metrics
• Measuring Marketing
• ROMI – Return on Marketing Investment
• Marketing Finance
• Financial KPIs
• Market Share
• Mind Share
• Customer Satisfaction (Cust Sat)
• Net Promoter Score
• Kano Model

Online Marketing/ Digital Marketing

• CPM Advertising
• CPC Advertising
• CPA Advertising
• Click Through Rate (CTR or Click Thru Rate)
• Conversion Rate
• SEO Marketing
• SERP: Search Engine Ranking Page
• Behavioral Email
• Guerilla Marketing