Understanding marketing KPIs

As a marketer or marketing data scientist, KPIs are the keys to measuring the successes and failures of any marketing efforts. The proper usage and definition of KPIs ahead of embarking on any marketing campaign is crucial for the effective measurement of marketing successes and failures. However, improper usage of KPIs can result in misinformation being gathered and often wasting significant financial and human resources that have a direct negative impact on the business.

For example, if your marketing goal is to raise brand awareness of a targeted group (i.e., Generation Alpha) but you are not properly breaking down the sources of marketing content impressions (i.e., text vs. image vs. video, or YouTube vs. Instagram vs. TikTok, or influencer referrals vs. paid ads), it may tell a completely different story than what is actually happening. We will review some of the frequently used KPIs in this section and move on to the implementation and real-world...