Kantar believes that results should be measured to determine the success of marketing efforts. What are some key performance metrics you look at to decide whether marketing efforts have fallen short of, met, or exceeded expectations?

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Community Answers

The interviewer wants to know about your knowledge of common key performance indicators across the marketing industry and how they should be understood regarding a successful or unsuccessful marketing campaign. Answer by listing the key performance metrics that are usually tracked during marketing campaigns.

Do not provide specific metric numbers from your current or last position. Be general by naming the metric rather than providing numbers which may be confidential, or more information than what the interviewer needs.

"Typical KPIs that should be measured to show whether a campaign has been successful or not are the value of spend, lead counts and source quality, the value of sales before, after and during the campaign, profit, and return on investment."

"KPIs can vary based on campaigns. If your main focus is to grow an audience, for example, it's important to look at growth in numbers of followers, engagements on social media and blog posts, referrals, and new email list subscribers."

Anonymous Answer

"KPIs can vary based on campaigns, however, generally, I'd say that ROI is an important KPI on all campaigns. My background is in social media marketing and so KPIs I have used a lot prior include followers, engagement rate, likes, comments, shares, page views, and reach. However, if you were looking at the performance of an email marketing campaign you would want to look at click-through rate, unsubscribe rate, and open rate."