The Use of Marketing Indicators in Poland — Towards Evidence-Based Management
oraz | 11 kwi 2023
O artykule
Article Category: research article
Data publikacji: 11 kwi 2023
Zakres stron: 1 - 16
Otrzymano: 18 lis 2022
Przyjęty: 27 lut 2023
DOI: https://doi.org/10.2478/minib-2023-0001
© 2023 Robert Kozielski et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Frequency of measuring market activities based on marketing indicators
| Revenue | 28.1% |
| Margin/Profit | 20.2% |
| Sales Efficiency Index | 14.6% |
| Conversion Rates on the Internet (sales funnel) | 14.6% |
| Website Indicators (visits, time on site, etc.) | 13.5% |
| Social Media Reach/Engagement Indicators | 12.4% |
| Share of Online Sales in Total Sales | 11.2% |
| Content Management Indicators | 6.7% |
| Online Advertising Indicators | 6.7% |
| Product Circulation | 5.6% |
| Revenue | 24.7% |
| Website Indicators (visits, time on site, etc.) | 19.1% |
| Online Advertising Indicators | 15.7% |
| Margin/Profit | 12.4% |
| Share of Online Sales in Total Sales | 12.4% |
| Sales Efficiency Index | 11.2% |
| Conversion Rates on the Internet (sales funnel) | 11.2% |
| Social Media Reach/Engagement Indicators | 10.1% |
| Online Sales Costs | 10.1% |
| Price Index | 9.0% |
| Margin/Profit | 50.6% |
| Social Media Reach/Engagement Indicators | 42.7% |
| Website Indicators (visits, time on site, etc.) | 42.7% |
| Marketing ROI — Return on Marketing Investment | 42.7% |
| Online Advertising Indicators | 41.6% |
| Revenue | 34.8% |
| Conversion Rates on the Internet (sales funnel) | 32.6% |
| Customer Acquisition Costs | 29.2% |
| Market share | 28.1% |
| Content Management Indicators | 28.1% |
| Market Share | 23.6% |
| Sales Efficiency Index | 16.9% |
| Marketing ROI — Return on Marketing Investment | 16.9% |
| Customer Acquisition Costs | 14.6% |
| Customer Retention | 12.4% |
| Social Media Reach/Engagement Indicators | 12.4% |
| Customer Retention Costs | 12.4% |
| CLV — Customer Lifetime Value | 11.2% |
| Margin/Profit | 11.2% |
| Customer Satisfaction Index | 11.2% |
| NPS — Net Promoter Score | 15.7% |
| Customer Satisfaction Index | 13.5% |
| Customer Retention | 12.4% |
| Brand Awareness | 10.1% |
| Share of Voice | 7.9% |
| Customer Retention Costs | 7.9% |
| Purchase Intention | 6.7% |
| Marketing ROI — Return on Marketing Investment | 6.7% |
| Online Advertising Indicators | 6.7% |
| CLV — Customer Lifetime Value | 5.6% |
| Brand Awareness | 30.3% |
| Customer Satisfaction Index | 25.8% |
| Customer Retention | 23.6% |
| Brand Value | 21.4% |
| NPS — Net Promoter Score | 21.4% |
| Market Share | 18.0% |
| Share of Wallet | 12.4% |
| Customer Acquisition Costs | 12.4% |
| CLV — Customer Lifetime Value | 11.2% |
| Marketing ROI — Return on Marketing Investment | 10.1% |
Strategic vs. operational indicators
| Strategic indicators | Operational indicators | ||
|---|---|---|---|
| Revenue | 97.8% | Website Indicators (visits, time on site, etc.) | 88.8% |
| Margin/Profit | 97.8% | Social Media Reach/Engagement Indicators | 80.9% |
| Marketing ROI — Return on Marketing | 83.2% | Online Advertising Indicators | 78.7% |
| Investment | |||
| Market Share | 79.8% | Sales Efficiency Index | 76.4% |
| Customer Retention | 79.8% | Conversion Rates on the Internet (sales funnel) | 70.8% |
| Customer Satisfaction Index | 76.4% | Customer Acquisition Costs | 67.4% |
| NPS — Net Promoter Score | 66.3% | Brand Awareness | 64.0% |
| Brand Value | 42.7% | Share of Online Sales in Total Sales | 56.2% |
| CLV — Customer Lifetime Value | 39.3% | Price Index | 55.1% |
| Sentiment Analysis | 32.6% | Content Management Indicators | 55.1% |
Sample structure
| Research sample — organisation’s perspective | Research sample — respondent’s perspective | ||
|---|---|---|---|
| Small (up to 49 employees) | 22.5% | CEO | 19.1% |
| Medium (50–250 employees) | 22.5% | Marketing Director | 42.7% |
| Large (over 250 employees) | 55.1% | Middle management level | 38.2% |
| Traditional channel | 71.9% | Up to 10 years | 9.0% |
| Digital channel | 16.9% | 10–15 years | 29.2% |
| Equivalent | 11.2% | 15–20 years | 34.8% |
| Over 20 years | 27.0% | ||
| B2B | 56.2% | ||
| B2C | 23.6% | ||
| Equivalent | 20.2% | ||
Scope of use of marketing indicators in Poland
| Indicator | Percentage score |
|---|---|
| Revenue | 97.7 |
| Margin/Profit | 97.8 |
| Website indicators (visits, time on site, etc.) | 88.8 |
| Marketing ROI — Return on Marketing Investment | 83.2 |
| Social Media Reach/Engagement Indicators | 80.9 |
| Market Share | 79.8 |
| Customer Retention | 79.8 |
| Online Advertising Indicators | 78.7 |
| Customer Satisfaction Index | 76.4 |
| Sales Efficiency Index | 76.4 |
| Conversion Rate on the Internet (sales funnel) | 70.78 |
| Customer Acquisition Costs | 67.4 |
| NPS — Net Promoter Score | 66.3 |
| Brand Awareness | 64.0 |
| Share of Online Sales in Total Sales | 56.2 |
| Price Index | 55.1 |
| Content Management Indicators | 55.1 |
| Online Sales Costs | 53.9 |
| Share of Voice | 50.6 |
| Customer Retention Costs | 50.6 |
| Product Circulation | 44.9 |
| Brand Value | 42.7 |
| Purchase Intention | 42.7 |
| Mobile Marketing Indicators | 42.7 |
| Numeric/Weighted Distribution | 40.5 |
| GRP — Gross Rating Point | 40.5 |
| CLV — Customer Lifetime Value | 39.3 |
| Share of Wallet | 38.2 |
| Sentiment Analysis | 32.6 |
| Influencer Marketing Indicators | 28.1 |