Hands-On Data Science for Marketing

KPIs to measure performances of different marketing efforts

Every marketing effort costs money to the company. When you run marketing campaigns through emails, sending each email costs some money. When you are running marketing efforts on social network services or broadcast media, it also requires some capital. As every marketing effort is associated with some costs, it is critical to look at the performances of marketing campaigns and track the return on investments (ROI) of your marketing campaigns. We will mainly discuss how to track sales revenue, CPA, and digital marketing KPIs in this section.