This is document preview image
KPI tree preview. Document date 1/1/17
Name Description Performance Value
Marketing Scorecard This is a template for marketing scorecard. Customize it according to your needs, answer the questions about profitability, and align marketing initiatives with overall organization's strategy. Learn more: http://www.bscdesigner.com/marketing-kpis.htm 85.46%
Brand 71.51% 20,812.67
Media mentions 76.67% 23
Owned reach 75.36% 62,400
Subscribers 75% 60,000
Social followers 85.71% 1,200
Customer database 85.71% 1,200
Brand awareness 62.5% 15
Leads 92.68% 569.27
Total Leads 0% 2,300
Cost per lead (CPL) 0% 3
Marketing qualified lead (MQL) 90% 54
Sales qualified lead (SQL) 75% 15
Revenue per Marketing Qualified Lead (MQL) 100% 410
Sales & finance 96.6% 313.35
Deals closed 80% 12
Marketing Expense per Employee 0% 575
Marketing Expense as a Percentage of Revenue 86.67% 27
ROI by Marketing Channel 193.09% 212.96
Investments in Channel 0% 6,900
Revenue Generated by Channel 65.88% 16,800
Cost of Customer Acquisition (COCA) 0% 575
Loyalty 80.87% 319.2
Customer lifetime value (CLV) 82.35% 1,400
Net promoter score (NPS) 0% 81
Referrals and reviews 50
Returning visitors 75% 15
Customer Retention 50
Funnel conversion metrics 99.69% 36.69
Lead to Marketing Qualified Lead (MQL) Ratio 0% 2.35
MQL to SQL Ratio 83.33% 27.78
SQL to Sale 106.67% 80
Marketing tools 71.4% 8,035.24
Website 93% 16,049.18
SEO 96.16% 18,752.73
Inbound links 85.71% 1,200
Sessions 88.89% 40,000
Referral visits 100% 15,000
Page views 100% 75,000
Page per Session 112.5% 1.88
Average Session Duration 88% 2.2
Bounce Rate 77.78% 65
Website Key Metrics 88.89% 13,345.64
Adjusted Bounce Rate 83.33% 20
Visitors 88.89% 40,000
Visitor-to-Lead Rate 0% 17.39
Email Marketing 49.8% 21.31
Delivery Rate 97.7% 85
Open Rate 82.35% 14
Click Through Rate 0% 4
Conversion Rate 80% 2
Unsubscribe Rate 99.9% 1.2