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Which are the basic KPI's that every marketing department should follow?

Jordi Prat 04 October, 2019
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In this article we will focus on responding to a recurring question in the marketing departments of our customers and that turns out to be one of the main elements in digital marketing, knowing what metrics (KPI) we have to follow in our marketing department.

 

Let's start at the beginning, what are the KPIs?

The KPI( Key Performance Indicator) are the key indicators of our strategy, those metrics that periodically analyzing will indicate if we are obtaining the expected results in the forecast made (sales, leads, etc).

 

Challenge #askdigitalmakers

 

What are the KPIs that the marketing department should follow?

The metrics that your marketing department should follow must be the result of a study of the chosen digital strategy, of the definition of the buyer s journey and of the previous study of the buyer persona i/o client profile

In the study you have to define a series of data to review periodically that will help you to see atomic form if the objectives set are being met, whether they are economic or for the acquisition of new leads. 

The advice of DigitalMakers:
Remember that in this case, less is more, you do not want to measure everything by simply having access to the data, it is important to find a balance between the essential data needed and the investment of time to collect - and follow up.

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That said, you have surely entered this article hoping that we give you the magic formula with the metrics that your marketing department should follow, the list of metrics speaking clearly. 

 

Basic metrics of any digital project

There are a series of metrics that can be applied to any marketing project so that they focus on the defined objective, they are those metrics that collect and evaluate in what percentage of the target we are fulfilling in each review (already be daily, weekly, monthly, etc.). 

 

Conversion goals

It is the relationship between the defined sales objectives and the actual sales that have been made in a period. This metric will help us focus on the difference between the sales forecasts of the commercial department and the reality of the business.

 

Conversion rate 

It tells us what percentage of leads (obtained through various sources) end up becoming our customers. With this metric we can, among others, assess at what point in the conversion the leads do not convert and therefore know at what point of the buyer s journey we have to work more.

 

Lead cost

It is the average cost that the company has to invest to get a lead. In this calculation you must take into account all the costs associated with the acquisition of the new lead, be it the purchase of software, digital providers, payment campaigns (SEM), etc. This metric will help us to put in real value the investment of the marketing department when it comes to providing new leads.

 

Google positioning of landings

The landing pages are the landing pages where you want your buyer person to end the conversion. Track metrics regarding   Visits (source of visits, devices, countries, etc.) that consult it is important to know if you are shocking correctly.

 

Bounce Rate

The bounce rate measures the percentage of visitors who believe that your content is not relevant to them. It is the great forgotten in KPI s tracking but it should be one of the main indicators of a job well done, it is important to have a lot of traffic if it is not quality. On the other hand, it will help you to know if your contents are interesting for your buyer person.

In the following article we will analyze how we can track KPIs in a dynamic way, what tools to use and how to capture data without wasting time.

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Jordi Prat
Profundament professional i realista, el Jordi és el gestor de projectes i consultor estratègic a DigitalMakers, especialista en marketing que no té por a dir les veritats als clients perque puguin millorar en el seu negoci.
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