Technology Scorecard of Nikulsan Technologies Pvt Ltd

Nikulsan is digital marketing startup firm started in 2010. It has shown a tremendous growth in these
years and emerged as one of the valuable players in this field. Due to its constant efforts for growth and
technology savvy approach, top brands across the globe have started trusting it which has resulted in
increase of profits in last few years.

Number of employees: 100-120

Objective:
Increasing the Nikulsan’s business by 14%

Vision:
We want to become the integral part of our client’s success through digital offering

Mission:
The main goal of Nikulsan is to be the first-choice digital marketing partner providing 360-degree
marketing services to business across the globe.

Business Goal:
The business goal of Nikulsan can be classified as:

I. Increasing market share

II. Delivering high value service to clients
III. Building strategic partnerships globally with all stakeholders: clients, vendors, and investors

Business Metrics:
The quantifiable segments that help to test the association's presentation on various boundaries are
business metrics. Nikulsan's business metrics can be defined as financial or competitive measures or
market measurements into different capacities:

Functional goals and functional metrices:

Beneath we have the department scorecards for four of the offices dependent on the functional goals,
functional metrics and relative weights that have been distributed to every department and their
comparing goals and KPIs too.

The departments along with their corresponding weights:

I. Marketing (35%)
II. Sales (25%)
III. Production (20%)
IV. Accounts /Finance (10%)
V. HR & Payroll (10%)
 Data flow diagrams:

Nikulsan
Technologies

Marketing Sales Production Accounts/Finance HR Deptt.

Data flow diagram of Marketing Department:

Social Media Tracking

Social Media

L L
Marketing

L
Referal Traffic

0
Marketing(Inbound
Marketing)
1
Search Marketing
2
PPC(Pay Per click)

Organic Traffic
Monitoring

In page Marketing

Search Engine
Optimization(SEO)

Off Page marketing

Technical Scorecard of Marketing Department:

Function
al
      objective            
Business Targ Business Function %weighta Inde Number
Goals et metrics   al Metrics ge x of KPI
 Target(
Manager employe
's KPI) es
(Last
year (Last year Cost
To sales- per conversion-
improve current Increase current year
the year in rate of Cost per
company sales)/La Cost per conversion)/Las
's st year conversio t year Cost per 0.03
business 14% sales n 2% conversion 10% 5 2 0.01
Cost per No. of leads
lead from paid
generate search/ total
      d 2% number of leads 20% 0.07 4 0.005
(Last year
retention rate-
Increasin current year
g retention
retention rate)/Last year 0.03
      rate 1% retention rate 10% 5 2 0.005
(Last year
Decreasi rattrition rate-
ng current attrition
Attrition rate)/Last year 0.03
      Rate 3% attrition rate 10% 5 2 0.015
(Last year
Increasin average time-
g average current average
time on time)/Last year 0.007
      page 3% average time 20% 0.07 4 5
(Last year
conversion rate-
Increasin current
g website conversion
conversio rate)/Last year 0.03
      n rate 1% conversion rate 10% 5 2 0.005
Increasin
g traffic (Last year traffic
from rate- current
organic traffic rate)/Last
      search 2% year traffic rate 20% 0.07 4 0.005