Daikin KPI Design for Long Purchase Cycles

This examines the strategy for setting Key Performance Indicators (KPIs), using the example of Daikin, an air conditioner manufacturer.

It highlights the challenge of focusing on easily measured digital metrics like Click-Through Rate (CTR), which may not directly correlate with success for products with long purchase cycles. Instead, Daikin advocates for a goal-oriented approach, emphasizing the importance of measuring brand recall and understanding the various stages consumers go through before making a purchasing decision for such long-term products.

The Daikin case study demonstrates a pyramid-based KPI system focusing on different levels of brand awareness, understanding, acceptance, and preference to build long-term customer relationships.