The Marketing and Communications KPI Dictionary

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The Marketing and Communications KPI Dictionary

By assembling the first comprehensive dictionary of Key Performance Indicators (KPIs) for Marketing and Communications, The KPI Institute provides professionals a useful resource for novices and experts alike.

It can be used in the early stages of implementing a performance management framework, in the process of selecting and documenting KPIs, but also to improve an existing performance measurement system.

Structure of The Marketing and Communications KPI Dictionary

The KPI taxonomy presented in the dictionary covers all major functions of the Marketing and Communications Department, such as:

  • Advertising
  • Marketing
  • Public Relations


  • Integrate and align marketing and communication practices to company’s strategy
  • Effectively monitor marketing campaigns
  • Apply modern data gathering systems
  • Select KPIs based on value drivers 

This dictionary provides valuable information on over 170 KPIs not only by defining them, but also by presenting the calculation formula for each and every one of them. It is an innovative tool, essential for assessing and optimizing your performance in the 3 main functions of a Marketing and Communications division:



Public Relations

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"I have referred to a report from for one of my assignments earlier and have found it very helpful."

Birju Sheth, India

"The materials are designed in a simple yet rich way."

Senior Performance Specialist, National Water Company, Saudi Arabia

"Great value taken from the content that could be easily applied to our organisation."

Head of Human Resources Business solutions, Qatar Petroleum, Qatar

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