13 Metrics for Marketplace Companies 🛒
Every company tracks certain success metrics—commonly accepted criteria for the health of a business. But when it comes to marketplaces, those measurements can often be imprecisely defined or muddled in their interpretation. Of course, as marketplaces vary widely in their product category and customer base, so do their benchmarks. But the following list serves as a primer for the key metrics marketplace founders should be aware of, both to calibrate their performance and evaluate future potential.
Match rate (aka utilization rate or success rate)
How successfully can the two sides of the marketplace find each other?
The job of any marketplace is to facilitate the matching of supply with demand. It’s therefore important to measure your successful “match rate” — the rate at which buyers can find sellers, and vice versa. How to define this metric depends on the unique business.
Time To Read: 10 Minutes
Published: February 2020
Link: 13 Metrics for Marketplace Companies 🛒
TikTok is making it easier for brands to work with its “megastar” creators with an update to its Creator Marketplace that now invites talent managers to oversee, execute and analyze the brand opportunities and campaigns being presented to their clients. This week, the video entertainment platform introduced a new Talent Manager Portal as a part of the TikTok Creator Marketplace — its platform that allows brands and agencies to connect with 800,000 qualified creators around the world.
The new service allows talent managers, with creator authorization, to log into the Creator Marketplace to manage deal flow, negotiate contracts on behalf of their talent, handle the creative feedback and review various reports and metrics about a campaign’s performance. The expansion allows TikTok to now not only serve the needs of creators with tens or hundreds of thousands of followers but those “celebrity-level” creators, as well.
Read More: TikTok launches a Talent Manager Portal so managers can negotiate brand deals for clients 🤵🏻♂️
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