In this report we define the key performance indicators for marketing based on web search data in 2015. For some of the key performance indicators were defined their formulas and calculation examples. In our calculations we used the official statements of Siemens AG and others.

1. Examples ofExamples of KPIKPI
for Marketingfor Marketing
The KPI Examples ReviewThe KPI Examples Review
Copyright 2017 The KPI Examples Review.
http://kpi-examples.blogspot.com/.

2. Introduction
In this report we define the key performance indicators for
marketing based on web search data in 2015. For some of the key
performance indicators were defined their formulas and calculation
examples. In our calculations we used the official statements of
Siemens AG and others.

3. 1. List of the 5 Marketing KPIs
Based on the web search data in 2015, we define the 5 marketing KPIs
used to measure a company's performance:
1). Market share;
2). Conversion rate;
3). Gross margin;
4). Brand equity, brand value;
5). Break-Even Point (BEP).[1]
Source: "List of the 12 Most Important Marketing Metrics and KPIs" (PDF),
http://kpi-examples.blogspot.com/2017/02/marketing-metrics-and-kpi-marketing-kpi.html.

4. All marketing KPIs were divided by the four categories.
The first category of marketing KPIs – sales effectiveness measures:
– market share.
The second category of marketing KPIs – product pricing indicators:
– gross margin;
– break-even point (BEP).
The third category of marketing KPIs – promotion efficiency
measures:
– conversion rate.
The fourth category of marketing KPIs – brand metrics:
– brand equity, brand value.[1]

5. 2. Examples of Marketing KPIs
Market Share
The formula for calculating unit market share is:
Unit market share = (US / TMUS) × 100 , (2.1)
where
US – Unit sales;
TMUS – Total market unit sales.[1]
The formula for calculating revenue market share is:
Revenue market share = (SR / TMSR) × 100 , (2.2)
where

6. SR – Sales revenue;
TMSR – Total market sales revenue.
The formula for calculating relative market share is:
Relative market share = (SR / SRLC) × 100 , (2.3)
where
SR – Sales revenue;
SRLC – Sales revenue of largest competitor.[1]
Example of calculating. Based on the research of global wind
turbine market in 2014 (from Make Consulting, a Danish renewable
energy consultancy[2]
), we can calculate the unit market share for the
company Siemens AG (Table 2.1).

7. Table 2.1. The calculation of unit market share for the company
Siemens AG on the basis of the research from Make Consulting in 2014
(capacity in GW, unit market share in %) 2014
Total capacity of newly installed wind
turbines (global wind turbine market)
52,13
Total capacity of Siemens machines
(newly installed and connected to the grid
wind turbines)
5,63
Unit market share of Siemens AG 10,8
Unit market share = 5,63 / 52,13 = 0,108 or 10,8%.[1]
Source: "List of the 12 Most Important Marketing Metrics and KPIs" (PDF),
http://kpi-examples.blogspot.com/2017/02/marketing-metrics-and-kpi-marketing-kpi.html.

8. Gross margin
The formula for calculating gross margin is:
Gross margin = (R – COGS) / R , (2.4)
where
R – Revenue;
COGS – Cost of goods sold.[3]
Source: "Marketing KPI: Examples of Product Pricing Indicators",
http://kpi-examples.blogspot.com/2016/05/marketing-kpi-examples-of-product-pricing-indicators.html.

9. Conversion rate
The formula for calculating conversion rate is:
Conversion rate = NGA / TNV , (2.5)
where
NGA – Number of goal achievements (sales);
TNV – Total number of visitors who viewed a web page,
advertisement or e-mail.[3]
Source: "Marketing KPI: Examples of Promotion Efficiency Measures",
http://kpi-examples.blogspot.com/2016/05/marketing-kpi-examples-of-promotion-efficiency-measures.html.

10. References
1. The KPI Examples Review, "List of the 12 Most Important Marketing Metrics and KPIs",
http://kpi-examples.blogspot.com/2017/02/marketing-metrics-and-kpi-marketing-kpi.html.
2. WindpowerMonthly.com, "Ten of the biggest and the best manufacturers",
http://www.windpowermonthly.com/article/1352888/ten-biggest-best-manufacturers.
3. The KPI Examples Review, "List of the Best KPI for Marketing: KPI Examples for Marketing,
KPI for Marketing Manager and KPI for Marketing Department, Marketing KPI, List of KPI in
Marketing, KPIs, Marketing Manager, KPIs List",
http://kpi-examples.blogspot.com/2017/02/kpi-for-marketing-kpi-examples.html.

11. "List of the 12 Most Important Marketing Metrics
and KPIs" (eBook)
In this report we define the 12 most important marketing
metrics and KPIs based on web search data in 2015. All marketing
KPIs were divided by the five categories of indicators: sales
effectiveness measures, customer (crm) metrics, product pricing
indicators, promotion efficiency measures and brand metrics
(Chapter 1).
For each of the key marketing metrics were defined their
popularity in different countries, their formulas and calculation
examples (Chapter 2). In some of our calculations we used the
official statements of Siemens AG for the fiscal years ended
september 30, 2014 and 2013, namely the consolidated statements
of income (D.1) and others.
"List of the 12 Most Important Marketing Metrics and KPIs" (PDF) presented on the web
page:
http://kpi-examples.blogspot.com/2017/02/kpi-for-marketing-kpi-examples.html.