11. Churn
Essential Loyalty Metric
Easier and cheaper to keep a
customer than create a new one
% of existing
customers who
stop purchasing in
a given period
(30 days, 90 days,
year)
15. % of Promoters – % of Detractors
Net Promoter Score
Measure of loyalty or satisfaction
On a scale of 1-10, how likely are you to
recommend ______ to friends?
(9-10) (1-6)
21. Data-Driven Marketing: 15
Metrics Everyone in
Marketing Should Know
This is a great book to help
you think about marketing
metrics. Jeffrey focuses on 15
specific metrics and
demonstrates how they can
be used to save money or
increase revenue.
The best feature of the book
is that it comes with
downloadable spreadsheets
that you can use for your
company.
Marketing Metrics: The
Definitive Guide to
Measuring Marketing
Performance (2nd Edition)
This is a good reference book
to have around. It’s an
encyclopedia of business
metrics that may be used in
a variety of scenarios. The
authors define the metric,
discuss how it is typically
used, and list the pros and
cons of implementing it.
Book Recommendations