We will group KPIs into two groups, strategic and operational. KPIs will enable us to measure the progress of acquisition efforts.
Operational KPIs are as follows:
- Campaign effectiveness: We will deduct marketing investment from campaign revenue and divide it by marketing investment
- View of pages per visit: Average number of page views per unique visitor
- Shopping cart: Percentage of customers that have put articles in the shopping cart, but did not complete the purchase
- Frequency: Number of page visits by unique customers in a defined amount of time
- Items per order: Average number of items in shopping cart per finished order
- Up-sell and cross-sell: Percentage of customers that opt in for up-sell or cross-sell offerings
- Average revenue per user/customer: Revenue divided by the number of users or customers
Strategic KPIs are as follows:
- Direct traffic, number of all visitors, whether online or in stores: These are the result of certain company activity. We will only measure the number of identified or unique visitors.
- Indirect traffic, number of all visitors, whether online or in stores: These are not the result of certain company activity. We will only measure the number of identified or unique visitors.
- Unidentified traffic source: We will measure all traffic for which we cannot identify the source.
- Brand recognition: The number of brand mentions in all possible media outlets.
- Conversion rate: The percentage of interactions that were converted into sales.
- Rate of adoption: The number of customers that have adopted a product or service, divided by the total number of unique interactions.
- Average order value by channel: Total sales revenue per channel, divided by the number of transactions.