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KPIs

We regularly update and add features to the Latana dashboard, and we collect all learning materials in this organized database.

KPIs

Purchase drivers

Purchase Drivers KPI measures what purchasing priorities are most valued by consumers in the decision process for your category.

This KPI is not specifically tied to any brand in particular as a standalone KPI but does provide a key metric to understanding your target audience better and to help position your brand in alignment with their priorities and expectations.

This KPI is not directly linked to your own marketing spend ROI, but can greatly identify where and when to place your marketing spend. For example, if you have been placing large efforts on positioning your brand as being known for Quality but Purchase Drivers results reveal that actually Price is the driving factor for your target audience to consider a purchase, then you know you may have been missing the mark in building that essential resonation with your audience.

This KPI can not only help to steer your branding and positioning efforts to be more aligned with consumer priorities (and therefore ensure you have the best chance for purchase success), it can also provide effective feedback on your positioning against competitors in this area when measured as a module alongside Brand Drivers.

How do we ask it?

Question text is adjusted based on the industry of a brand and is displayed to users in the following format: "What is most important to you when deciding on brands?

  • Possible variations can also include "retailers", "apps" instead of or together with "brands"

Respondents can select multiple drivers available in the question. Drivers options are limited to 5 with additional options "None of these" and "I don't know" that un-check all other options selection on the current questions screen.

The list of drivers is defined by Latana research team based on the industry specifics and using an established library of drivers.

What do you see in the app?

Purchase drivers are delivered as independent KPIs where the range of predictions varies from 0 to 100%. The highest percentage displayed among the five indicates the top priority in that domain.

  • All estimations are made only based on answers from respondents that had an opinion on a subject matter

  • We don't recommend using donut-like charts or any charts that represent a 100% for visualising all drivers together