KPIs you probably don‘tmonitor, but really should

Darko Butina

BUDS d.o.o. / SASH reporting

GPSdata

= KPIs

KPIs ≠

Which KPIs should you monitor?

• Finance – revenue, costs, costs structure, costs change, EBITDA, debt vs. revenue, quick ratio, cash flow,…

• Marketing – number of visitors, number of leads,…

• Sales – number of customers, revenue per customer, average purchase value, average number of purchases, CLV (customer lifetime value),…

• Operations / services delivery – resources utilisation, number of billed hours,…

• Production – inventory turnaround, waste %, cost price of product,…

• Other – receivables vs. revenues, churn,…

Sales (marketing-sales) funnel

Visitors

Leads

Customers

VTL – visitor to lead ratio

LTS – lead to sale ratio

CPV – cost per visitor

CPL – cost per lead

COCA – cost of customer acquisition

CLVCustomer Lifetime Value

Customer lifetime value

CLVCustomer Lifetime Value

Average purchase value

Average number of purchases in period

Average customer lifetime

Churn (cancellation rate) – proportion of customers who leave in a period

Biggest e-commerce website in Slovenia

Largest provider of electricity to end customersin Slovenia (based on number of end customers)

Professional business reporting services for small, medium and large enterprises enabling hassle-freeimplementation and data gathering

Website visitors

Lead = visitor

Customers

VTL – see LTS

LTS – % of customers among visitors

CPV – costs of adv. and PR per visito

CPL – see CPV

COCA – CPV plus cost of pre-sales support

CLVCustomer lifetime value

CLVCustomer lifetime value

Churn (cancellation rate) – % of customers, who didn‘t purchase again in a specific period

Average customer lifetime

Average number of purchases in a year

Average purchase value

Website visitors and direct sales

contacts

Those who want an

offer

Customers

VTL – those who want an offer vs. website visitors and dir. sales contacts

LTS – Customers vs. those who want and offer

CPV – costs of adv., PR and contacts database per visitor

CPL – CPV plus costs of calls and offers preparation

COCA – CPL plus cost of direct sales

CLVCustomer lifetime value

CLVCustomer lifetime value

Value of average energy consumption

Average number of purchases is 12 (regular monthly delivery)

Churn (cancellation rate) – % of customers who cancel energy delivery in a specific period

Average customer lifetime

Website visitors and direct sales

contacts

Interested for a

meeting or an offer

Customers

VTL – interested for a meeting or and offer vs. direct sales contacts

LTS – customers vs. interested for a meeting or and offer

CPV – costs of PR and contacts database per visitor

CPL – CPV plus costs of calling and direct contact

COCA – CPL plus direct sales cost

CLVCustomer lifetime value

CLVCustomer lifetime value

Average monthly value of provided services

Churn (cancellation rate) – % of customers who cancel service in a specific period

Average customer lifetime

Average number of purchases is 12 (regular monthly delivery)

Want to know more?

Contact:

darko.butina@buds.si

si.linkedin.com/in/darkobutina/

@TheDare

www.sash-reporting.com in www.buds.si