How Pepsi and Sky cut their KPIs and boosted marketing effectiveness

As proving marketing effectiveness becomes increasingly important, marketers need to be able to pick the metrics that matter to show the impact marketing is having on the business. That is a journey both PepsiCo and Sky have been on over the past three years.
PepsiCo admits it had too many KPIs, leaving the business with a “flood of information” but little insight.
“Three years ago we were in a situation where we had as many KPIs and tracking metrics as there were combinations