About types, properties, and structures of marketing KPIs

juimunijui9

#One. “Can you promise me how much traffic will increase if I do intent marketing?” “And please predict what kind of sales performance this increased traffic will generate for our company in the short term and prove whether ROI is achieved.” When I am asked this question at the first meeting by a company with a website that has little natural traffic, I actually feel a bit discouraged. Although it is a necessary question, it is not a topic that will be discussed at this stage. Of course, all marketing is done to increase sales and M/S. However, in order for a company to conduct business online, it must first identify consumer intent and provide content accordingly to increase quality natural traffic, and then secure a certain amount of engagement with consumers at all times.

The correct order is to later implement a strategy to increase sales based on this. I don’t think it is the right approach to discuss target KPI as if it were obvious without any system in place. Nonetheless, KPIs are important  Special Data  in marketing. KPIs at the marketing action level that can be immediately checked as a result of the work that marketing team members are doing at all times (speed-type KPI: KPI that represents short-term or momentary performance) and intermediate KPI that accumulates these (or accumulation-type KPI: KPI that represents long-term performance) Furthermore, you must understand well who is responsible for managing the business KPI that appears as the final result of all of this, at what point it should be checked, and at what frequency PDCA should be performed.




I think the questions I complained about above actually stem from a lack of proper understanding of the nature of KPIs, which I will explain below. From this perspective, let’s look at KPI in more detail. Speed-type KPI and accumulation-type KPISpeed ​​KPI #2. Velocity KPIs that measure short-term, transient performance include things like number of website visitors per day, conversion rate by campaign, and number of leads to reach. Usually, these KPIs are available immediately after completing a specific activity. Number of website visitors per day: Number of website visitors per day is a short-term KPI that shows whether a campaign or specific marketing activity is immediately engaging with customers.