KPIs for Marketing

KPIs for Marketing: product market share

Learn how to measure the success of your marketing efforts with the right Key Performance Indicators (KPIs).

As a marketer, you are aware that tracking the performance of your marketing strategies is key to achieving your business objectives. Key Performance Indicators, or KPIs, are essential metrics that you can use to measure the performance of your marketing campaigns. Among the numerous KPIs, product market share is a crucial metric that monitoring can help your business to navigate and stay competitive in the market. In this article, we will explore KPIs in marketing, define product market share, discuss its significance, and outline strategies to measure, set goals, and increase product market share.

Understanding Key Performance Indicators (KPIs) in Marketing

What are KPIs and Why are They Important?

KPIs are measurable metrics that help in monitoring and evaluating the progress of your marketing goals and strategies. These metrics can guide you to make data-driven decisions at different stages of your business journey. KPIs can range from website traffic, leads generated, conversion rates, to customer lifetime value.

Marketing KPIs enable you to set benchmarks, track progress, make improvements, and measure ROI. It provides you with a clear picture of whether your marketing strategy is working correctly, and if you need to make changes to achieve your business objectives.

Measuring KPIs is essential in marketing because it helps you to:

  • Identify the strengths and weaknesses of your marketing strategy
  • Make informed decisions based on data
  • Track progress towards your goals
  • Adjust your marketing strategy as needed
  • Maximize your return on investment (ROI)

Different Types of KPIs in Marketing

There are different types of KPIs used in marketing. The choice of the KPIs used depends on the business goals, marketing strategies, and the stage of the customer journey. Some of the common KPIs used in marketing include:

  • Acquisition Metrics: These metrics measure how you are acquiring new customers, such as website visitors, email subscribers, social media followers, and leads generated.
  • Engagement Metrics: These metrics measure how your audience is interacting with your content, such as bounce rates, time-on-site, pageviews, and social media engagement.
  • Conversion Metrics: These metrics measure how many of your visitors are becoming paying customers or taking the desired action, such as click-through rates, conversion rates, and revenue generated.
  • Retention Metrics: These metrics measure how well you are retaining your customers, such as customer lifetime value, repeat purchases, and churn rate.

Acquisition metrics are particularly important in the early stages of the customer journey. They help you to understand how effective your marketing efforts are in attracting potential customers to your website or social media pages. Engagement metrics, on the other hand, help you to understand how well your content is resonating with your audience. High engagement rates indicate that your content is relevant and engaging, while low engagement rates may indicate that you need to adjust your content strategy.

Conversion metrics are critical in measuring the effectiveness of your marketing strategy in converting visitors into paying customers. High conversion rates indicate that your marketing efforts are effective in persuading visitors to take the desired action. Retention metrics are essential in measuring the long-term success of your marketing strategy. A high customer lifetime value and low churn rate indicate that your marketing efforts are effective in retaining customers and building brand loyalty.

Overall, KPIs are essential in measuring the success of your marketing strategy and making data-driven decisions to achieve your business objectives. By tracking and analyzing KPIs, you can identify areas for improvement, adjust your marketing strategy, and maximize your ROI.

The Role of Product Market Share in Marketing KPIs

Defining Product Market Share

Product market share refers to the percentage of the total market sales that your business sells. It is a measure of the extent to which your product or service is being sold compared to your competitors.

For instance, if you are selling smartphones and the total market sales for smartphones are $100 million, and your sales are $25 million, then your product market share would be 25%.

Product market share is a key performance indicator (KPI) that helps businesses evaluate their market position. It is a measure of success that businesses use to determine how well they are performing in the market compared to their competitors.

The Significance of Product Market Share in Marketing Strategy

Product market share is a critical metric in marketing strategy as it provides insights into the competitive landscape, the positioning of your products or services, and market trends.

Understanding your product market share provides guidance on where to focus your efforts to increase sales, improve customer engagement and loyalty, and gain a competitive edge.

For instance, if your product market share is low, it may indicate that your products or services are not meeting customer needs or that your marketing efforts are not effective. In this case, you may need to adjust your marketing strategy to better target your audience and improve your product offering.

On the other hand, if your product market share is high, it may indicate that you have a strong brand reputation, effective marketing strategies, and a competitive advantage over your rivals. In this case, you may want to focus on maintaining your market share by continuing to innovate and improve your products or services.

Product market share can also be used to identify growth opportunities. For example, if your product market share is low in a particular geographic region or demographic, you may want to focus your marketing efforts in that area to capture more market share.

Overall, product market share is a crucial KPI that businesses should track and analyze regularly to inform their marketing strategy and drive growth.

Measuring Product Market Share

Measuring product market share is a crucial aspect of any business strategy. It helps to determine the position of your product or service in the market and to identify areas of growth and improvement. There are different ways of measuring product market share, each with its own advantages and disadvantages.

Market Share Calculation Methods

There are three main methods of calculating market share:

  • Revenue-based method: This method calculates market share by comparing your company's total revenue or sales with the overall market's total revenue or sales. This method is useful for businesses that sell high-priced products or services, as it takes into account the value of each sale.
  • Unit-based method: This method calculates market share in the number of units sold compared to the overall units sold within the market. This method is useful for businesses that sell low-priced products or services, as it focuses on the volume of sales rather than the value of each sale.
  • Customer-based method: This method measures market share by calculating how many customers use your product or service compared to that of your competitors. This method is useful for businesses that have a loyal customer base, as it takes into account customer retention and satisfaction.

Data sources for Market Share Analysis

Data sources for market share analysis could come from primary or secondary sources. Primary data sources are collected by your business through surveys of your existing customers, while secondary data sources exist externally within the industry and govern exact information such as competitor data or industry publications.

Primary data sources can provide valuable insights into customer behavior and preferences, but they can also be time-consuming and expensive to collect. Secondary data sources, on the other hand, are readily available and can provide a broader perspective on the market, but they may not be as specific to your business.

Challenges in Measuring Product Market Share

Measuring product market share is not always straightforward. There are several challenges that businesses may face:

  • Product classification: Defining the boundaries of your product or service can be difficult, especially if it overlaps with other products or services in the market.
  • Geographic variation: Market share can vary depending on the location of your business and your competitors. A product that is popular in one region may not be as popular in another.
  • Operational methods: Differences in how businesses operate can also affect market share. For example, a business that focuses on online sales may have a different market share compared to a business that relies on physical stores.

Despite these challenges, measuring product market share remains an essential part of any business strategy. By understanding your position in the market, you can make informed decisions about pricing, promotion, and product development.

Setting Product Market Share Goals

Establishing Realistic Market Share Targets

Setting measurable, realistic targets for your company's product market share is essential in tracking progress and results. With similar products selling in the market, it is essential to understand realistic targets based on companies who are currently living above you in market share.

Aligning Market Share Goals with Overall Business Objectives

Product market share shouldn't be viewed in isolation but as one measure of the success of your marketing strategy. Its development and growth should align with the overall business objectives of the company.

Monitoring and adjusting market share Goals

Market share goals should be monitored regularly as it provides direction on the effectiveness of the marketing strategy and whether adjustments should be made to achieve the desired results.

Strategies to Increase Product Market Share

Competitive Analysis and Benchmarking

Understanding how your competitors operate through competitive analysis and benchmarking of the industry practices can reveal gaps that can be filled via product innovations or capture new customer segments.

Targeting New Customer Segments

Considerations must be taken before drastically altering your product or service, but through exploration to different customer segments, new opportunities can be found that will improve market share. It is important to understand these different customers, including their needs and behaviours, to tailor your marketing strategy to engage and capture them.

Product Differentiation and Innovation

Most businesses operate within a highly competitive landscape, where they must continually evolve their products or offer new products to maintain and grow their market share. Product differentiation and innovation are essential in improving product differentiation and competitiveness.

Pricing Strategies to Gain Market Share

A common strategy for companies looking to increase their market share is to review their pricing strategies. The right pricing strategy can help a business to grab a percentage of the market share by being competitively priced.

Promotional Tactics to boost market share

The use of promotional tactics and advertising campaigns can help boost the company's products and increase market share - offering incentives for prospecting customers such as referral discounts or first-time buyer promotions leading to improved initial adoption.


Maintaining and growing the market share is crucial for the success of any business. Monitoring product market share as a KPI can provide useful insights into the competitive landscape and guide strategic business decisions. Strategies such as competitive analysis, targeting new customer segments, innovation, pricing, and promotion can help a business increase its product market share to achieve its business objectives.