Average marketing and sales cost associated with acquiring new customer. Example: total marketing investment divided by number of new customers. |
| Customer Retention |
| Percent of our customers who keep doing business with us. Customer retention rate is calculated per period, for example, annual customer retention rate. |
| Customer Defection |
| Percent of our customers who quit doing business with us. Customer defection rate is calculated per period. |
| Brand Recognition |
| Percent of target audience who recognize our brand. |
| Advertising Effectiveness |
| Sales or profit generated by our advertising activities. Example: $ marginal sales divided by $ advertising activities. |
| Customer Advocacy |
| Percent of new customers who were referred by our current customers. |
| Customer LTV |
| Average number of years customers do business with us times average annual sales per customer discounted over the years. |
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| Share of Wallet |
| Our sales compared to total customer purchasing of related products and services. |
| Sales Trend Metrics |
| Example: Sales trend by customer segment, sales trend by channel, sales trend by product, sales trend by region, unit volume trend. |
| Customer Satisfaction |
| The level of customer satisfaction. Example: percent of customers with above average level of satisfaction, percent of dissatisfied customers, number of customer complaints. |
| Sales Transaction Metrics |
| Example: Average order size, average product price. |
| Innovation and Growth Metrics |
| Example: Sales from new products, sales from new channels, sales from new market segments, number of new products. |
| Customer Base Metrics |
| Example: Total number of customers, number of customers per market segment, number of new customers, number of lost customers. |
| Product/Service Availability |
| Example: Percent of all retailers who sell our products and services. |
| Profitability Metrics |
Example: % gross margin, % net margin, margin per product category, margin per customer segment. |
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