Lesson 9 (Why)

Question 1

KPI (Key Performance Indicator)

Answer 1

Key - Important
Performance - How you’re doing
Indicator - Often a metric or value

Question 2

Is KPI a metric?

Answer 2

KPI is not a metric.

Question 3

Primary KPI

Answer 3

The most central activity you’re measuring. i.e. number of sales

Question 4

What do KPI’s look like? (NUMES DOTS)

Answer 4

Marketing ROI
Number of incremental sales
Number of leads
Net Promoter Score
Email engagement score
Facebook i.e. Traffic to website, shares of a specific post, downloads of an app, local store visits, newsletter sign-ups

Question 5

Marketing Objective

Answer 5

i.e. 10 Sales a day - Primary KPI = 20 sales resulted

Question 6

Which KPI?

Answer 6

Do you know how it’s derived?
Does it matter to your objective?
Does your KPI convey a value you can use against a benchmark, aggregate or as a comparison?

Question 7

TIP (3 steps)

Answer 7

Identify the objective
Select the primary KPI
Map metrics to your KPI

Question 8

What is a Marketing Objective?

Answer 8

What you want to achieve with your marketing efforts?

Question 9

Marketing Objectives

Answer 9

(SMART BUGLOAD)	
Generate leads
Build a brand
Drive or increase sales
Lead conversion
Increase customer loyalty

Question 10

SMART Marketing Objectives

Answer 10

Specific
Measurable
Achievable
Relevant
Time phased 

i.e. Acquire 1000 blog followers in November 2019.