Latana’s Off-The-Shelf Custom KPIs
While Latana offers the core brand funnel KPIs along with a few extra essential metrics as part of its standard offering, we recognize that all brands have their unique business objectives and therefore require unique tracking solutions. We’ve compiled a list of recommended KPIs that are likely a great fit for your brand.
See below two lists of KPIs, with each KPI containing a description, use case and possible survey question. For more information on choosing the right KPIs and context around ‘Brand’ and ‘Category’ KPIs, check out our Choosing the right Custom KPIs article.
Brand KPIs
| KPI | Description | Why bother? | Example Question |
| Source of Brand Awareness | Tracks where audiences have heard of the brand | Understand unknown brand touch points - which channels audiences have been exposed to the brand | Where did you see/hear about [BRAND NAME]? |
| Ad Awareness | Tracks exposure to ads in recent time period | Campaign tracking - Identify reach of ad campaign/s | Where have you seen or heard advertisements from [BRAND NAME] in the past 4 weeks? |
| TOM Awareness | Tracks the 1st brand audiences think of within category | Key for larger brands/highly competitive categories + want to track awareness further than Unaided/Aided Awareness | What's the first brand that comes to mind when you think of [CATEGORY NAME]? |
| Product Knowledge/ Awareness | Tracks knowledge of product suite for the brand | Understand how knowledgeable audiences are about various products + whether this is being marketed effectively | Which of the following can you use with [BRAND NAME]? |
| Brand Use Occasions | Tracks how audiences use the brand | Help market the brand towards consumer convenience + identify relevant brand positioning, marketing channels | Which of the following best matches your primary uses of [BRAND NAME]? |
| Brand Drivers/ Motivations | Tracks primary drivers for using/considering the brand | Understand what motivates/attracts audiences to consider/use the brand (i.e. good value for money, friendly customer service) | Which of the following do you associate with [BRAND NAME]? |
| Brand Barriers | Tracks primary pain points for using/considering the brand | Understand gaps in consideration or low usage/retention (i.e. too expensive, lack of product diversity, too much effort) | What would be the main concerns, if any, preventing you from using [BRAND NAME]? |
| Extended Brand Associations | Tracks associations and imagery audiences most associate with the brand | Understand brand perception + primary attributes in branding (can be positive and negative) | Which of the following do you associate with [BRAND NAME]? |
| Brand Effectiveness | Tracks how effective the brand is at solving customer's problem | Competitive advantage/retention - seeing how effective the brand is at getting your customer to their goal | How effective is [BRAND NAME] for [CATEGORY NAME]? |
| Brand Engagement | Tracks audiences level of brand engagement/loyalty | Understanding satisfaction/engagement to improve retention/reduce churn | How satisfied were you with the service/quality/product offering of [BRAND NAME]? |
| NPS | Tracks likelihood of recommending the brand to a colleague or friend | Understand brand loyalty + effectiveness of word and mouth marketing | How likely are you to recommend [BRAND NAME] on a scale from 0 to 10? |
| Product Features | Tracks which product features are most valuable to audiences | Diversified product + want to know which products/sub-products audiences have the best value and growth potential | Which of the following [BRAND NAME] product features and functions is most important to you? |
Category KPIs
| KPI | Description | Why bother? | Example Question |
| Category Use Occasions | Tracks how audiences use the category | Identify situations or occasions audiences use a product in the category + help identify brand positioning, best marketing channels | Which of the following best matches your primary uses of [CATEGORY NAME]? |
| Industry/ Category Awareness | Tracks awareness of category | New to category/move to new category + want to understand/promote general market awareness | What are all the companies that provide [CATEGORY NAME] that you know? |
| Category Drivers/ Motivations | Tracks primary drivers for the wider market/category | Understand what motivates/drives audiences to consider/use the category and how the brand is measuring up to these expectations | Which of the following reasons, if any, best describes why you might choose to use [CATEGORY NAME]? |
| Category Barriers | Tracks primary pain points for wider market/category | Identify consumer barriers/pain points within category and competition( (i.e. don't have a need, services too expensive, don't have time to use) | What would be the main concerns, if any, preventing you from [CATEGORY NAME]? |
| Category Spend | Tracks amount consumers are willing to pay for a product/service in the category | Improve pricing + brand gowth by understanding what new products will sell for and by how much | On average, how much would you generally spend on a [CATEGORY NAME]? |
| Category Openness | Tracks how open audiences are to using the category | Move to new category/starting new category + want to identify core audience/s | How likely are you to consider using [CATEGORY NAME] if you had a need? |
| Category Entry Points | Tracks initial touchpoints consumer has with a category | Gain a deeper understanding of where, when, and why consumers use/consider the category | In which of the following situations do you usually use [CATEGORY NAME]? |
| Industry/ Category Usage | Tracks usage of category | New to category/move to new category + want to understand usage of total market | Have you used {CATEGORY NAME] in the last 6 months? |
This should give you some more insight into the kinds of KPIs you can track and for what purpose. All these KPIs are customizable however we will always make recommendations based on what's likely to bring about the best insights for your specific business case. Feel free to reach out to us if you wish to add additional KPIs or discuss KPIs in general. Always happy to help!
Unsure how KPIs work within the context of Brand? Check out our Understanding KPIs article.