Marketing or Goal of KPIs

• Among the marketing KPIs top management analyzes are:
  
  1. Customer related numbers:
  1.1 New customers acquired
  1.2 Status of existing customers
  1.3 Customer attrition
  2. Turnover generated by segments of the customers - these could be demographic filters.
  3. Outstanding balances held by segments of customers and terms of payment - these could be demographic filters.
  4. Collection of bad debts within customer relationships.
  5. Demographic analysis of individuals (potential customers) applying to become customers, and the levels of approval, rejections and pending numbers.
  6. Delinquency analysis of customers behind on payments.
  7. Profitability of customers by demographic segments and segmentation of customers by profitability.

Many of these aforementioned customer KPIs are developed and improved with customer relationship management (CRM).

This is more an inclusive list than an exclusive one. The above more or less describe what a bank would do, but could also refer to a telephone company or similar service sector company.

Faster availability of data is beginning to become a concern for more and more organizations. Delays of a month or two were commonplace. Of late, several banks have tried to move to availability of data at shorter intervals and less delays. For example, in businesses which have higher operational/credit risk loading (that involve credit cards, wealth management), Citibank has moved onto a weekly availability of KPI related data or sometimes a daily analysis of numbers. This means that data is usually available within 24 hours as a result of automation and the use of IT.