Resource Library

Marketing budget per marketing FTE

This measure calculates the marketing budget per marketing full-time equivalent (FTE) employee. The budget for marketing is the amount an organization predicts it will expend…

Budget for marketing as a percentage of revenue

This measure calculates the budget for marketing as a percentage of revenue for the reporting period. The budget for marketing is the amount an organization predicts it will…

Key customer retention rate (1-year)

This measure calculates the percentage of key customers (i.e. the top 20 percent of customers in terms of currency volume of sales) retained from the previous year. It is…

Customer wallet share

This measure calculates the average percentage of current customer's total spending in the benchmarked product/service categories. It is part of a set of Process Efficiency…

Percentage of revenue attributed to customers who made first purchase of the brand

This measure calculates the percentage of revenue in the last year that is attributed to customers who made their first purchase of the brand in the same year. It is part of…

Annual percentage change in retail customer purchase frequency

This measure calculates annual percentage change in retail customer purchase frequency. Customer purchase frequency is defined as the number of times a customer has made a…

Number of unique visits to the retail website per $1 billion revenue

This measure calculates number of unique visits to the retail website per $1 billion revenue. This Process Efficiency measure is intended to help companies minimize waste and…

Average time in minutes a user spends on the retail website

This measure calculates average time in minutes a user spends on the retail website. This Cycle Time measure is intended to help companies analyze this duration related to…

Retail website bounce rate

This measure calculates average percentage of visitors to the business entity website who navigate away from the site after viewing only one page. This Process Efficiency…

Retail shopping cart abandonment rate

This measure calculates shopping cart abandonment for the business entity website. Shopping cart abandonment rate is calculated as follows: 100% - [Completed transactions as…

Click through rate for the retail website

This measure calculates the percentage of online users who click a specific link after viewing it on the website. It is calculated as the total number of clicks of a specific…

Customer sales promotions as a percentage of sales revenue

This measure calculates average spend on customer sales promotions as percentage of retail sales. This Supplemental Information measure is intended to help companies evaluate…

Return on investment for retail marketing/sales campaigns

This measure calculates return on investment for retail marketing/sales campaigns. This Process Efficiency measure is intended to help companies minimize waste and refine…

Markdowns as a percentage of retail sales

This measure calculates markdowns as a percentage of retail sales. Markdown is the difference between the original retail price and the actual selling price. This…

Market share

This measure calculates the percentage of total value (not volume) sold in the product/service categories being benchmarked. It is computed by dividing annual sales revenue…