Category Archives: Marketing

Customer satisfaction of top 10% of customers

Definition:
Average customer satisfaction specific for the top 10% of customers. Top 10 needs to be defined (eg. sales, profit)

Calculation:
Average of scores

This KPI is measured as: Number (amount Of Units, Rating, Etc)

Interpretation of results: Higher Is Better

Strategic objective:
Increase profitability

Number of customer referrals

Definition:
Number of potential (customers) that have been referred to the organization by a certain predefined third party, e.g. clients or suppliers.

Calculation:
Sum of referrals

This KPI is measured as: Number (amount Of Units, Rating, Etc)

Interpretation of results: Higher Is Better

Strategic objective:
Increase profitability

Number of customer referrals

Definition:
Number of potential (customers) that have been referred to the organization by a certain predefined third party, e.g. clients or suppliers.

Calculation:
Sum of referrals

This KPI is measured as: Number (amount Of Units, Rating, Etc)

Interpretation of results: Higher Is Better

Strategic objective:
Increase profitability

Customer loyalty index

Definition:
Percentage of customer retention within customer categories. Retention means there is at least a second deal after the first one. 100% means all customers within the category did business with the company more than once. Loyalty can be specified in other ways, according to the type of business or the organisational goals. IE: the numer of customers that places an order every quarter.

Calculation:
Customers within the category with at least a second order / all customers within the category) * 100%

This KPI is measured as: Index

Interpretation of results: Higher Is Better

Strategic objective:
Long-term relationship with profitable customers

Return on Marketing Investment (ROMI)

Definition:
Return on Marketing Investment (ROMI) can help you in optimizing your earings from marketing activities. Improving ROMI says your marketing effectiveness has grown, resulting in higher revenues and market share.

Calculation:
(Earnings / marketing investment) * 100%

This KPI is measured as: Percentage (%)

Interpretation of results: Higher Is Better

Strategic objective:
Increase profitability

Number of backlinks

Definition:
The number of backlinks to your website is an indicator of the popularity of your site for search engines. The higher the number of backlinks, the more popular your site seems to be for search engines.

Calculation:
Total amount of backlinks

This KPI is measured as: Number (amount Of Units, Rating, Etc)

Interpretation of results: Higher Is Better

Strategic objective:
Increase website visit conversion

Brand image

Definition:
Brand image index (%) based from market research, brand index level of the predefined base year = 100.

Calculation:
(brand image score of the year of interest / Brand image score of the (predefined) base year) * 100

This KPI is measured as: Index

Interpretation of results: Higher Is Better

Strategic objective:
Increase profitability

Website Success Rate

Definition:
The number of hits that lead to staying visitors. WSR.

Calculation:
The number of hits that lead to staying visitors WSR = No. of Hits * Bounce Rate

This KPI is measured as: Number (amount Of Units, Rating, Etc)

Interpretation of results: Higher Is Better

Strategic objective:
Increase sales

Number of unique pages

Definition:
It is not about having the biggest website, but about having the lowest fluctuations in search engines. It’s not about the number of pages in your database, but about the number of pages search engines have found on your domain.

Enter the following seach code into google: “site:www.website.com” and look at the number of search results.

Calculation:
Number of search results

This KPI is measured as: Number (amount Of Units, Rating, Etc)

Interpretation of results: Higher Is Better

Strategic objective:
Increase website visit conversion

KPIs by Business Process

All KPIs at KPI-Start.com are categorized to business processes. The model below is based on the value chain of Porter (1985). The primary processes are shown vertically, the secondary processes horizontally. Click at a process to take a look at the KPIs that measure that specific business process.

Business ProcessesFinance & ControlHuman Resource ManagementResearch & DevelopmentTransportProcurementInventoryProductionSalesMarketing