When you run marketing campaigns or any other marketing efforts, you would most likely want to know how well each of them performs and understand the weaknesses and strengths of each of your marketing efforts. In this chapter, we are going to discuss commonly used key performance indicators (KPIs) that help you track the performances of your marketing efforts. More specifically, we will cover such KPIs as sales revenue, cost per acquisition (CPA), digital marketing KPIs, and site traffic. We will learn how these KPIs can help you stay on track toward your marketing goals.
After discussing some of the commonly used KPIs, we will then learn how we can use Python and/or R to compute such KPIs and build visualizations of those KPIs. In this chapter, we will use a bank marketing dataset that showcases a real-world case of marketing campaigns...