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Marketing Metrics Examples
Frequently Used Marketing Metrics
Customer Acquisition Cost
Average marketing and sales cost associated with acquiring new customer. Example: total marketing investment divided by number of new customers.
Percent of our customers who keep doing business with us. Customer retention rate is calculated per period, for example, annual customer retention rate.
Percent of our customers who quit doing business with us. Customer defection rate is calculated per period.
Percent of target audience who recognize our brand.
Sales or profit generated by our advertising activities. Example: $ marginal sales divided by $ advertising activities.
Percent of new customers who were referred by our current customers.
Average number of years customers do business with us times average annual sales per customer discounted over the years.
Share of Wallet
Our sales compared to total customer purchasing of related products and services.
Sales Trend Metrics
Example: Sales trend by customer segment, sales trend by channel, sales trend by product, sales trend by region, unit volume trend.
The level of customer satisfaction. Example: percent of customers with above average level of satisfaction, percent of dissatisfied customers, number of customer complaints.
Sales Transaction Metrics
Example: Average order size, average product price.
Innovation and Growth Metrics
Example: Sales from new products, sales from new channels, sales from new market segments, number of new products.
Customer Base Metrics
Example: Total number of customers, number of customers per market segment, number of new customers, number of lost customers.
Example: Percent of all retailers who sell our products and services.
Example: % gross margin, % net margin, margin per product category, margin per customer segment.
Marketing Metrics Reporting
Measure, Track and Report your Marketing Metrics in Excel and create professional reports in a few minutes with the best-selling Excel Dashboard:
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