Getting Started

We regularly update and add features to the Latana dashboard, and we collect all learning materials in this organized database.

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Understanding KPIs

What is a KPI?

A Key Performance Indicator (KPI) is a measurable value that demonstrates how effectively a company is achieving key business objectives. High-level organization KPIs are metrics that are measurable over-time, like Revenue and Retention. Brand KPIs work the same way, however they’re specific to brand.

Brand Funnel KPIs

In your dashboard, you can find the Brand Funnel KPIs in the Brand Funnel section. These include, but are not limited to, Unaided Awareness, Aided Awareness, Consideration, Preference, and Usage. Together, these KPIs capture the journey a customer goes through from discovery to purchase. Individually, they can be used to track the performance of your campaigns in converting your audience into customers and inform your strategic brand objectives. For more information on the Brand Funnel KPIs, check out our All Things Brand Funnel article.

Other KPIs

Under the All KPIs section, you will find all the available KPIs on your dashboard. These generally include the following:

Brand Knowledge: how knowledgeable of your brand are those who are aware of it

Brand Affinity: to what extent do those who aware of your brand like your brand

Brand Associations: which imagery or attributes do those who are aware of your brand most associate with it

In the All KPIs section, you will also find any other custom KPIs you have chosen to track. These could be brand or category specific. Examples of these include NPS, Barriers/Drivers to Consider, Ad Awareness and more. For more information on finding the right KPIs to track for your brand, check out our article Choosing the Right Custom KPIs.

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