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The purpose of this paper is to specify the recommended KPI hierarchy for marketing in CRMs in case small business. There are proven KPIs (hard) based on financial resources such as total revenues, summary expenses, revenues by customers, expenses by campaign, or revenue generated by campaign. These KPIs have a clear impact on business development. It is not such important for small business because their owners know the true status of the business account. They have to grow. From this point of view, other soft KPIs help better. They are not focused on finance, but rely on measuring active work with customers and the usefulness of marketing campaigns. The recommended KPI hierarchy helps to select the optimal soft KPIs for CRM marketing through multiple levels.

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Janakova M, Suchanek P., Padysak P., & J. Botlik. (2020). The KPI Hierarchy for CRM and Marketing. GIS Business, 15(1), 263-277. Retrieved from