Mark Jeffery
In summary, the 15 essential metrics for marketing I define are: 1. Brand awareness 2. Test-drive 3. Churn 4. Customer satisfaction (CSAT) 5. Take rate 6. Profit 7. Net present value (NPV) 8. Internal rate of return (IRR) 9. Payback 10. Customer lifetime value (CLTV) 11. Cost per click (CPC) 12. Transaction conversion rate (TCR) 13. Return on ad dollars spent (ROA) 14. Bounce rate 15. Word of mouth (WOM) (social media reach)
As a first step, it is useful to have a framework for developing a data-driven marketing strategy. The framework in Figure 1.7 starts with defining the strategy and objectives and then collecting relevant data (see Chapters 2, 3, 6, 9, and 10 for detailed examples).
At this stage, an initial assessment of the current state is useful.