Which Marketing KPIs Fit Your Work


Measuring ROI: Which marketing KPIs fit your work?

If you work with marketing, you probably know how difficult it can be to find out which activities lead to what results. This is precisely when you (or your boss) wonder what results your daily work gives KPIs to help scale out the results in familiar measurement parameters.

Which marketing KPIs are important to your role?

A marketing team will, as a whole, probably have some common goals and KPIs. But how to measure the individual employee? The answer depends largely on which marketing activities each employee holds. It'simportant to remember that KPIs are not only your boss's ability to measure your performance, but also an opportunity to gain a better insight and motivation to work intensively towards your goal.

Below we have identified a number of KPIs and grouped them into three defined marketing roles. It'simportant that you decide which KPIs are important to you and your specific tasks.

1 - Marketing KPIs for Communication People

This group contains the roles of content, social media and PR. This section contains KPIs that it's recommended that communication professionals use to know whether they reach their audience effectively. Likewise, what they should focus on to increase their commitment from this.

Content responsible

- Unique visitors to the company's blog: Number of people who have visited the content you posted in a specific time interval
- Sharing your blog's content on other social media: Number of times your content has been shared, for example. Facebook, Twitter, LinkeIn, etc.
- Average time spent exploring your content in a blog post: Here, Google Analytics data can be used to measure the time spent by the average visitor per day. page
- Blog traffic as a percentage of total traffic to the company website: The percentage of site visitors ending up on the blog page
- Returning visitors to the blog: Number of visitors who are returning and thus measured to have visited your blog before the rewarding time interval

Social Media Responsible

- Audience size: Number of fans / supporters both measured per. channel and collected
- Total commitment: Number of 'Likes', comments, shares, retweets etc. both measured per. channel and aggregate
- Engagement rate: The number of people who are actively engaged in your posts divided by your total number of fans / supporters per. channel
- References: Number of times your company has been named by name of a social network of other users of the media
- Tonaangivelse / Sentiment: Whether the articles / posts / posts on the social media have been positive or negative
- Average engagement per. post: The number of times a random of your posts has been shared or commented on on average

PR specialist

- Active coverage: Media coverage guaranteed by the PR team
- Share of Voice: The percentage of the company has overall media coverage compared to its competitors
- Potential reader coverage: The sum of the readership of the publications and websites that have brought your publicity
- Tone / Sentiment: About publicity that your work has caused is toned as positive or negative
- Advertising value: How much will it cost if the same reader coverage should be secured through paid ads instead?

2 - Marketing KPIs for Digital Marketers

This group contains roles that deal with activities that are slightly more data-focused. These are roles that work with eg. search engine optimization (SEO), optimization of conversion rate, lead acquisition, etc. Measurement of purchase / bookings is the ultimate goal of these roles!

Marketing operations manager

- Direct Queries: These are people who know that they are interested in the business and what you do - this can be blog subscriptions, e-book downloads, registration for a webinar, etc. The more direct queries the marketing manager can provide, the better
- Marketing Qualified Leads (MQLs): These are leads that have a profile to be sent to the sales team
- Sales Accepted Leads (SALs): Leads that are accepted and processed by the sales team and thus ready to be followed up on
- Sales Qualified customer issues (SQLs): Leads recognized as genuine and qualified opportunities
- Conversion rate between various phases: The percentage of leads that progress to the next stage in each step and to the end ends as a sales booking

Web marketing specialist

- Total number of visitors: The total number of visits the site has had for a certain period - if a person visits the website twice, it counts as two
- Unique visitors: The total number of visits the site has had over a certain period - if a person visits the site twice, it counts as one
- Channel: The number of visits from specific channels, referrals, paid search (PPC), social activities, e-mail. Contract.
- Website conversions: The number of direct queries from the website for a specific time period, broken down by original source
- Cost per site. Conversion: A PPC matrix that tracks the average amount you pay to receive one conversion over a specific period

SEO specialist

- Traffic from organic searches: Number of visits coming from a search engine without it being generated through paid ads (ex. Adwords)
- Organic search conversions: Sophisticated setups can track leads from their source throughout various marketing activities that the company has, and thus tracking where the organic conversions come from
- PageRank: A Google matrix that uses an algorithm to determine the meaning of a given website, based on the amount of quality of inbound links pointing to your website
- Domain authority: A matrix created to predict, using algorithms how well a website will rank on search engines

Lead acquisition manager

- Number of A / B tests: To ensure continuous and continuous improvement, by benchmarking the number of tests that run over a given period
- Test success rate: The percentage of tests that resulted in a positive result - ie. an increase in the matrix you were testing
- Increase in traffic by test: The amount of traffic achieved in the month after a test, compared to the same period before the test was run
- Increase in conversions after test: These tests are designed to improve conversions and track the reason for the increase in conversions
- Increase in bookings after test: This tracking will show how not only increases the amount of conversions but also the quality of bookings

3 - Marketing KPIs for those who work with customer marketing

This group can work with some very interesting marketing KPIs. The focus of marketing employees with this role is typically to create growth with the existing customer base. Along with the KPIs listed below, this group can also often work with case studies, customer quotes, brand ambassadors, average customer lives, etc.

Customer marketing manager

- NPS (Net Promoter Score: A matrix that, based on responses, can determine the probability that a current customer will refer others to your business. score can give an indication of whether your current efforts to improve the experience of your product (and thus the chance to increase customer value) are effective enough
- Up-sale: A customer who has a license for product A also buys extra features of this product
- Cross-sale: A customer who is licensed for product A also buys a license for product B
- Gross Churn: This can be calculated in different ways; The first is to take the percentage of customers to be renewed, but the renewal was not completed. The other is to take the sum of money brought in from renewals and divide by the total amount that renewals could potentially generate in the month (Base of Renewals)
- Net Churn: This represents Gross-churn minus the total up-sale, which brings sum down

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