Comments on: Marketing KPI Tracking – An E-Commerce Example Dashboard

By: simonschmincke

Mon, 27 Apr 2015 08:47:00 +0000

Thx Stefan!

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By: Stefan Klestil

Mon, 27 Apr 2015 08:13:00 +0000

Hi Simon, this rocks – thx for sharing! Stefan Klestil

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By: simonschmincke

Mon, 27 Jan 2014 10:06:00 +0000

The goal with tracking is to understand what you are doing. Giving advice without details on your business would be dangerous. Ultimately the question is: what do I need to do to grow my top line. Hence the marketing tracking, and in your case your customer tracking. Understand where they come from, why they stay, why they go, and possibly how they could “buy” / “grow” more ;)

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By: chrshammmr

Thu, 23 Jan 2014 18:53:00 +0000

Thanks a lot for your reply, that’s valuable input for me. Yes, the number of sign ups is a lot lower compared to a Saas/Ecommerce business.
Given that I can track some users generating business/revenues with multiple customers I have, are there any suggested indicators I should try and track with them, besides the “usual” signup/cohort analysis that is specific for this kind of model? I basically am an intermediary between businesses paying a commission and users signing up with me to use the services offered with the individual businesses. Having two sides and earning commissions seems to deviate from the prevailing business models, at least those models most frequently given advice on ;)

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By: simonschmincke

Thu, 23 Jan 2014 18:26:00 +0000

A general advice would be to look closely into your customer data, rather than just marketing channel data first.

If the number of businesses you have is relatively low (<1000), you need to understand them well first. Which are your top performers, which are weak. Cluster them by net revenue generated in A (top 15%), B (next 35%) an C (rest). Then you need to understand how you attracted A and B customers and focus your marketing / sales activities on those channels.

Churn / Retention of customers is important for you as well. Are you loosing more customers than you attract? Why do you lose them? How can you make them stick?

I will be publishing a cohort analysis template soon, which should be helpful for you.

Regarding your question: You should be looking into net revenue generated if the commission per business varies. Change orders / customer to customer lifetime in months/years. Change basket size commission, to understand which channel attracts more valuable customers. I assume conversion rate does not matter for you at all. Assuming you are <100 new sign ups / month.

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By: chrshammmr

Thu, 23 Jan 2014 17:21:00 +0000

What modifications would you suggest for a startup that just earns a commission from actions of their signed up customers (e.g. my customers are businesses and I get a cut of their customers’ revenue)?
Any other KPIs I should track in this business modell?

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By: simonschmincke

Wed, 22 Jan 2014 17:37:00 +0000

Thanks!

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By: Ciarán O'Leary

Wed, 22 Jan 2014 17:31:00 +0000

Good stuff!

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