Traditional marketing metrics can tell you what happened last month, but they're like my tarot cards when predicting the future-confusing, vague, and not always accurate. Fortunately, some marketing KPIs predict future growth, and the companies achieving 10x revenue growth have figured out which ones matter. In this deep dive, I'll share the 10 marketing KPIs that leading subscription businesses use to predict and scale revenue growth.
The Prime program has been a cornerstone of Amazon's ( NASDAQ:AMZN ) revenue stream since it first began in 2005, offering unlimited, two-day shipping on a large selection of items for an annual fee of $79. Last year it generated a staggering $44.3 billion, up from $40.2 billion in 2023. This subscription service, a juggernaut in e-commerce, offers members free shipping, access to Prime Video, Prime Music, Kindle Unlimited, and a host of other perks, making it a compelling deal for millions.
That's according to internal company data reviewed by Reuters. The world's largest online retailer registered 5.4 million U.S. sign-ups over the 21-day run-up to Prime Day and during its four-day sales event, which ran from July 8 to July 11. That was around 116,000 fewer than for the same period a year earlier... and 106,000 below the company's own goal, reflecting a roughly 2% decline in both metrics.
