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 a set of Process Efficiency measures that help companies optimize the performance of their "develop marketing strategy" process by minimizing waste and refining resource consumption.

Benchmark Data


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Measure Category:
Process Efficiency
Measure ID:
Total Sample Size:
1,955 All Companies
Key Performance

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Compute this Measure

Units for this measure are percent.

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Percentage of revenue from customers making their first purchase of the brand in the last 12-month reporting period

Key Terms

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Total Annual Revenue/Net Revenue

Total annual revenue is net proceeds generated from the sale of products or services. This should reflect the selling price less any allowances such as quantity, discounts, rebates and returns. If your business entity is a support unit and therefore does not directly generate revenue, then provide the revenue amount for the units you support. For government/non-profit organizations, please use your non-pass-through budget. For insurance companies the total annual revenue is the total amount of direct written premiums, excluding net investment income. Note: Business entity revenue needs to only include inter-company business segment revenue when the transactions between those business segments are intended to reflect an arm's length transfer price and would therefore meet the regulatory requirements for external revenue reporting.

Process efficiency

Process efficiency represents how well a process converts its inputs into outputs. A process that converts 100% of the inputs into outputs without waste is more efficient than one that converts a similar amount of inputs into fewer outputs.

Measure Scope

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Cross Industry (7.3.1)

  • 3.2.1 - Define offering and customer value proposition (11168)
    • - Define offering and positioning (11169)
    • - Develop value proposition including brand positioning for target segments (11170)
    • - Validate value proposition with target segments (11171)
    • - Develop new branding (11172)
  • 3.2.2 - Define pricing strategy (10123)
    • - Conduct pricing analysis (13169)
    • - Establish guidelines for applying pricing and discounting of products/services (10124)
    • - Establish pricing targets (19999)
    • - Approve pricing strategies/policies and targets (10125)
  • 3.2.3 - Define and manage channel strategy (20000)
    • - Determine channels to be supported (20001)
    • - Establish channel objectives (20002)
    • - Determine channel role and fit with target segments (10127)
    • - Select channels for target segments (10128)
    • - Identify required channel capabilities (20003)
    • - Evaluate channel attributes and potential partners (10126)
    • - Orchestrate seamless customer experience across supported channels (20004)
      • - Define omni-channel strategy (16590)
      • - Define omni-channel requirements (16591)
      • - Develop omni-channel policies and procedures (16592)
    • - Develop and manage execution roadmap (20005)
  • 3.2.4 - Analyze and manage channel performance (20006)
    • - Establish channel-specific measures and targets (16573)
    • - Monitor and report performance (16574)
    • - Monitor and report events influencing factors (16575)
    • - Analyze channel performance (16500)
    • - Develop plan for channel improvements (16501)
  • 3.2.5 - Develop marketing communication strategy (16848)
    • - Develop customer communication calendar (16849)
    • - Define public relations (PR) strategy (16850)
    • - Define direct marketing strategy (16851)
    • - Define internal marketing communication strategy (16852)
    • - Identify new media for marketing communication (16853)
    • - Define new media communication strategy (16854)
    • - Define point of sale (POS) communication strategy (16855)
    • - Define communication guidelines and mechanisms (18627)
  • 3.2.6 - Design and manage customer loyalty program (18924)
    • - Define customer loyalty program (20007)
    • - Acquire members to customer loyalty program (18925)
    • - Build engagement and relationship with members (18926)
    • - Monitor customer loyalty program benefits to the enterprise and the customer (16633)
    • - Optimize loyalty program value to both the enterprise and the customer (18927)