List of Marketing Metrics

and KPIs
By The KPI Examples Review
Copyright 2017 The KPI Examples Review.
http://kpi-examples.blogspot.com/.

Introduction

In this report we define the most important marketing metrics and KPIs based on
web search data in 2015. For some of the key performance indicators were defined
their formulas and calculation examples. In our calculations we used the official
statements of Siemens AG and others.

List of the Most Important Marketing Metrics and KPIs

"List of the 12 Most Important Marketing Metrics and

KPIs" Read/ Download.

Based on the web search data[1], we define the most important marketing KPIs
used to measure a company's performance:
1). Market share;
2). Conversion rate;
3). Gross margin;
4). Brand equity, brand value;
5). Break-even point (BEP).

Source: "List of the 12 Most Important Marketing Metrics and KPIs" (PDF),
http://kpi-examples.blogspot.com/2017/02/marketing-metrics-and-kpi-marketing-kpi.html.

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Copyright 2017 The KPI Examples Review.
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 All indicators were divided by the four types of marketing KPIs: sales
effectiveness measures, product pricing indicators, promotion efficiency measures
and brand metrics (Figure 1).

Figure 1. Types of marketing KPIs

The first category of marketing KPIs sales effectiveness measures:

market share.

The second category of marketing KPIs product pricing indicators:

gross margin;
break-even point (BEP).

The third category of marketing KPIs promotion efficiency measures:

conversion rate.

The fourth category of marketing KPIs brand metrics:

brand equity, brand value.

The most important marketing KPIs in their categories were:

market share (sales effectiveness measures);
gross margin (product pricing indicators);
conversion rate (promotion efficiency measures);
brand equity, brand value (brand metrics).

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 Examples of the Most Important Marketing KPIs

Market Share

The formula for calculating unit market share is:

Unit market share = (US / TMUS) 100 , (1)

where
US Unit sales;
TMUS Total market unit sales.

The formula for calculating revenue market share is:

Revenue market share = (SR / TMSR) 100 , (2)

where
SR Sales revenue;
TMSR Total market sales revenue.

The formula for calculating relative market share is:

Relative market share = (SR / SRLC) 100 , (3)

where
SR Sales revenue;
SRLC Sales revenue of largest competitor.

Example of calculating. Based on the research of global wind turbine market in

2014 (from Make Consulting, a Danish renewable energy consultancy [2]), we can
calculate the unit market share for the company Siemens AG (Table 1).

Table 1. The calculation of unit market share for the company Siemens AG on the
basis of the research from Make Consulting in 2014

(capacity in GW, unit market share in %) 2014

Total capacity of newly installed wind turbines (global
52,13
wind turbine market)
Total capacity of Siemens machines (newly installed
5,63
and connected to the grid wind turbines)
Unit market share of Siemens AG 10,8

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 Unit market share = 5,63 / 52,13 = 0,108 or 10,8%.

Source: "Marketing KPI: Examples of Sales Effectiveness Measures",

http://kpi-examples.blogspot.com/2016/11/marketing-kpi-examples-of-sales-effectiveness-measures.html.

Gross margin

The formula for calculating gross margin is:

Gross margin = (R COGS) / R , (4)

where
R Revenue;
COGS Cost of goods sold.[3]

Source: "Marketing KPI: Examples of Product Pricing Indicators",

http://kpi-examples.blogspot.com/2016/05/marketing-kpi-examples-of-product-pricing-indicators.html.

Conversion rate

The formula for calculating conversion rate is:

Conversion rate = NGA / TNV , (5)

where
NGA Number of goal achievements (sales);
TNV Total number of visitors who viewed a web page, advertisement or e-mail.
[3]

Source: "Marketing KPI: Examples of Promotion Efficiency Measures",

http://kpi-examples.blogspot.com/2016/05/marketing-kpi-examples-of-promotion-efficiency-measures.html.

All formulas and calculation examples you can find in our eBook:

"List of the 12 Most Important Marketing Metrics and

KPIs" Read/ Download.

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 References

1. Google Trends, https://www.google.com/trends.

2. WindpowerMonthly.com, "Ten of the biggest and the best manufacturers",
http://www.windpowermonthly.com/article/1352888/ten-biggest-best-manufactur
ers.
3. The KPI Examples Review, "List of the 12 Key Performance Indicators for
Marketing Manager: KPI Examples, Marketing KPIs, List of Key Performance
Indicators for Marketing Departments, KPI, Marketing, Examples",
http://kpi-examples.blogspot.com/2017/02/marketing-metrics-and-kpi-marketing-k
pi.html.

Source: "List of Marketing Metrics and KPIs: Marketing KPI, Examples of KPI for Marketing Manager, KPI in Marketing,
KPIs for Marketing, Key Performance Indicators, Marketing, KPI for Marketing Department, Key Marketing Metrics, Examples
of Metrics for Measuring Marketing Performance, Metrics for Measuring Marketing Effectiveness, Metrics and KPI, Marketing
KPI, List of KPIs, Marketing Performance Measurement".

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