the marketer's guide to kpis - klipfolio...

Klipfolio eBook: The Marketer’s Guide to KPIs | 1

The Marketer’s Guide to KPIs

2 | Klipfolio eBook: The Marketer’s Guide to KPIs

Your brand. Powered by data-driven marketing.Marketing occupies a fascinating position at the intersection of art and science. On one hand, top marketers tap into their creativity and artistic skill-set to craft campaigns that capture the attention and imagination of their audience; on the other, they constantly measure and analyze the performance of each campaign to refine their messaging and optimize their tactics. Use these marketing KPIs and metrics to ensure your team has the data they need to perform to their full potential.



Marketing Return on Investment (ROI)Measures the results that a marketing campaign is generating compared to the cost of running it. Results can include new prospects, increased web traffic, or more brand mentions online. Costs typically include time and money.

Incremental SalesMeasures your marketing contribution to sales revenue. This KPI emphasizes the important relationship between sales and marketing and the need for alignment between these two functions.


Web Traffic SourcesMeasure and ranks the sources driving visitors to your website. Three common traffic sources are direct, referral, and search, though your campaigns may also include banner ads, paid search, or content syndication.

Purchase FunnelThe purchase funnel analyzes your customer acquisition process to help you understand how potential customers discover your product or brand and, more importantly, how they become loyal customers. The key to the purchase funnel is analyzing conversion rates from one stage to the next.


Goal Completion RateThe goal completion rate (GCR) measures the number of people who complete a specified marketing goal, such as signing up for a trial or subscribing to your mailing list. Marketers use this metric extensively in website optimization and A/B testing.

Average Lead ScoreLead scoring is the process of measuring the quality of marketing and sales leads based on predetermined criteria and targets. These can include demographic information, buyer behavior, or user activity, and are typically determined by evaluating the characteristics of your current customer base.


External Website LinksThe volume and quality of external links to your website is an important driver of search engine performance. Monitoring the number of external links to your website and measuring them against your competition is an important KPI for driving inbound traffic.

Social SentimentSocial sentiment analysis involves categorizing brand mentions as negative, positive, or neutral. Social sentiment about your brand can play out across a wide variety of digital channels including blogs, Twitter, Facebook, and media coverage.


Net Promoter ScoreNet Promoter Score or NPS (R) is a measure of a customer base’s willingness to promote a product or service to colleagues and friends. It is based on the results of a current customer survey, which asks respondents to answer the following question: (on a scale of 1-10) “How likely is it that you would recommend (brand or product X) to a friend of colleague?”

Keyword PerformanceThe Keyword Performance metric measures your keyword rankings to understand how effective your SEO efforts are at driving organic traffic to your website. Keyword ranking is a leading indicator that provides valuable information about your ability to improve on existing rankings or rank on new keywords.


End Action RateThe End Action Rate KPI measures the effectiveness of your marketing campaigns by monitoring the last action taken by your audience. This KPI may also incorporate non-sales related objectives such as contact requests or bounce rates.

Cost Per LeadThe Cost Per Lead KPI measures the cost-effectiveness of your marketing campaigns when it comes to generating new sales leads. The purpose of this KPI is to provide your marketing team with a tangible dollar figure so they can understand how much money they should spend on acquiring new leads.


Email Marketing Engagement ScoreThe Email Marketing Engagement Score measures the effectiveness of your campaigns at engaging your audience, with key metrics including open and click rates. Each of these metrics represents a different type of engagement that will help you assess the performance of your campaign.

Social InteractionsThe Social Interaction KPI measures the effectiveness of your social media campaigns at fostering positive engagement. Key interactions can play a pivotal role in a post or story going viral, so it’s important to ensure that you’re encouraging the right types of interactions.


Show me more marketing dashboards at Klipfolio.com

Digital Marketing DashboardA digital marketing dashboard provides an example of how marketers are tracking the performance of their online marketing activities. While digital marketing activities span multiple channels, this dashboard focuses on lead generation stats and showing progress towards monthly goals.

CMO Marketing DashboardA CMO dashboard pulls together metrics from multiple sources to present a complete view of your marketing performance. At a glance, your CMO can answer the question, “How are we performing?” It also lets them review daily performance to influence campaigns as they’re rolled out.

Marketing DashboardsYou have the KPIs, now put them in your dashboard. Marketing professionals use dashboards to monitor their campaign performance so they can connect with their audience and increase brand recognition. These examples show how top marketers keep track of their result

http://www.klipfolio.com/resources/dashboard-examples/marketing


Don’t stop reading! This is only one of our four-part series of eBooks on Dashboards and KPIs. Visit www.klipfolio.com for the others in this series:

A Beginner’s Guide to Business Dashboards

A Beginner’s Guide to KPIs

The Sales Leader’s Guide to KPIs

About KlipfolioKlipfolio’s mission is to make it fast, easy and affordable ($20/user/month) for business users to build and share real-time dashboards - enabling them to move from quarterly reflective management to continual performance optimization. Klipfolio has more than 3,500 customers including marketing agencies, financial services, retailers, educational institutions, SaaS software companies and not-for-profits organizations. Find out more at klipfolio.com and follow us on twitter.com/klipfolio.

http://klipfolio.com

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