Brand Recognition
The percentage of a target market that recognize your brand symbols as compared to competing brands.Brand Recall
The percentage of a target market that recall your brand when prompted with a product category. For example, "can you name a few luxury hotels?"Top of Mind
The percentage of a target market who name your brand first when prompted with a product category.Customer Satisfaction
The percentage of customers who are happy with you as compared to the competition.Customer Loyalty
The number of your customers who purchase at least once a month, or with a frequency that is considered loyal in your industry. For example, a loyal customer for an automotive company might purchase once every three years.Ratings
Reviews such as customer ratings of hotels on a major travel site.Product Performance
A figure of merit for your products. For example, the conversion efficiency of solar panels. Often used as a product development benchmark.Customer Perceptions
Customer perceptions such as "which of these airlines is more reliable?"Market Share
The percentage of total industry sales in a product category that is captured by you.Share of Wallet
The percentage of spend for a product category that your customers spend on you. For example, the percentage of a bank's IT capital spending that goes to your software products and consulting.Customer Acquisition Cost
Your cost for acquiring a customer compared to your industry.Customer Lifetime Value
Customer lifetime value is an estimate of how much your current customers will spend on your products and services in the future. Based on average spend per year and customer retention rate.Customer Retention Rate
The percentage of customers that you don't lose in a month or year.Prices
Benchmarking your prices in different markets against the competition. Used to optimize your pricing strategy.Costs & Margins
Benchmarks of efficiency and profitability such as your cost per unit. In a price competitive market, a lower cost per unit is often the primary type of competitive advantage.Reach
The percentage of a target audience that you reach with marketing messages as compared to competitors.Conversion Rate
The percentage of visitors to a location who take you up on an offer.Engagement
Measures of customer engagement such as the amount of time they spend on your website.| Overview: Marketing Benchmarks | ||
Type | ||
Definition | Standard measurements that are used to compare your results to those of your competitors or industry. | |
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