4 Essential non-financial marketing metrics

2. How would our CEO like us to make marketing
decisions?
How should we make marketing decisions?

3. Four Essential Non-Financial Metrics

4. Test Drive Take Rate Churn
CSAT &
Net Promoter

5. Test Drive
Signals Interest
Leads to commitment
Higher conversion rates
Allows customer to evaluate you
Can calculate probability of purchase

6. Test Drive
Signals Interest
Leads to commitment
Higher conversion rates
Allows customer to evaluate you
Can calculate probability of purchase

7. ?How could you design a
test drive?

8. # of Accepted Offers
Take Rate
# of Offers Made
Measure of campaign effectiveness

9. Purchases Test DrivesFree Downloads

10. ?How could you measure
Take Rate?

11. Churn
Essential Loyalty Metric
Easier and cheaper to keep a
customer than create a new one
% of existing
customers who
stop purchasing in
a given period
(30 days, 90 days,
year)

12. ?How could you measure
churn?

13. ?How could you affect your
company’s churn rate?

14. ?How would reducing
churn affect your
company’s revenue?

15. % of Promoters – % of Detractors
Net Promoter Score
Measure of loyalty or satisfaction
On a scale of 1-10, how likely are you to
recommend ______ to friends?
(9-10) (1-6)

16. Requires
a
survey

17. Thinking About Your
Marketing Budget

18. Demand
Generation
Branding &
Awareness
Customer
Relationships
Shaping
Markets
Infrastructure

19. LeadersLaggards
Shaping
Markets
14%
Branding
7.5%
Customer
Rel.
11%
Demand Generation
58%
Infrastructure and Capabilities
10%
Shaping
Markets
9%
Branding
13%
Customer
Rel.
14%
Demand Generation
48%
Infrastructure and Capabilities
16%
From Mark Jeffrey’s book, Data-Driven Marketing

20. July Marketing Experiment

21. Data-Driven Marketing: 15
Metrics Everyone in
Marketing Should Know
This is a great book to help
you think about marketing
metrics. Jeffrey focuses on 15
specific metrics and
demonstrates how they can
be used to save money or
increase revenue.
The best feature of the book
is that it comes with
downloadable spreadsheets
that you can use for your
company.
Marketing Metrics: The
Definitive Guide to
Measuring Marketing
Performance (2nd Edition)
This is a good reference book
to have around. It’s an
encyclopedia of business
metrics that may be used in
a variety of scenarios. The
authors define the metric,
discuss how it is typically
used, and list the pros and
cons of implementing it.
Book Recommendations