brand glossary: key performance indicator

A key performance indicator (KPI) is a metric designed to measure the success of a product, program, process or initiative. They are independently measurable factors that define success, and typically vary from one organization to another, depending on what factors matter to each. KPIs can range from traditional business goals, such as revenue, to broader marketing ones, like buzz. They can be measured subjectively or objectively, can be quantitative or qualitative, and work best when the KPIs are a carefully combined set. They can be set for both internal initiatives and market performance.

See also: Key Performance Measures