KPIs Everyone In The Marketing Industry Should Be Using

February 23, 2016

Filed under: Business

Simply put, a Key Performance Indicator (KPI) is a quantifiable measure an organization uses to determine how well it meets its planned operational and strategic goals. Getting a handle on understanding what is working and what is not working for your organisation is key to your business growth strategies. As you strive to improve the quality of your products, services and processes, it is important to focus on your customers’ needs and expectations.

To do this, you must understand the balance between Performance Measurement and Performance Management and weigh up how these processes can contribute to the strategic impact of your business in four areas of:

1. Cost

2. Revenue

3. Investment

4. Capabilities


Performance Measurement focuses on the evaluation of the identification, tracking and communication of performance results. The evaluation of the Performance Measurement process is based on the following five generic performance objectives of:

1. Quality

2. Speed

3. Dependability

4. Flexibility

5. Cost


Download PDF of Performance Measurement KPIs


Performance Management is a broader strategic process aimed at planning, organising, coordinating, communicating and controlling performance at a strategic, operational and individual level. The data that is gathered should be directly linked to the essential factors that drive the performance of the organization. Here is an overview of the KPIs and supporting metrics to measure performance throughout the marketing funnel. Keep in mind that every organization has its own unique KPIs to measure, monitor, and track.


Download PDF of Performance Management KPIs

With constant pressure to achieve performance targets, reach higher performance levels, and ensure that people's work supports and furthers organizational vision and strategy, organisations need to develop a scorecard that compares current against previous marketing performance. How are you using KPIs to drive your marketing and business goals while enhancing customer satisfaction and organisational performance? Share your insights below.

About Judith Silva

Judith Silva is a Marketing Strategist and the driving force behind SPINN Media – a boutique creative agency specializing in website design, mobile app development, graphic design and outsourced marketing services. She’s been actively involved in the Advertising, Marketing and Public Relations industry for over 20 years. Judith is a mother of two lovely girls and is crazily in love with her husband of many, many, many years. If you need help getting started with your marketing strategy, get in touch with her at: 

Tags: KPI, KPIs, performance, performance management, performance measurement, process, processes, strategic goals, marketing, organisational performance, marketing performance, performance targets

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