but also to put aside the KPIs which

How to define key performance indicators? To be effective, a marketing KPI must meet four conditions It must be associated with a marketing objective. It must be specific to this objective (in the sense that only this KPI allows you to know whether the objective is about to be achieved or not). It must be easily measurable (so as to provide reliable data). It must concern a component that it is possible to control, or even influence.

To define relevant KPIs, the first thing to do is to determine the marketing objectives to achieve, ideally by distinguishing three times BTB Directory  the short term, the medium term and the long term. The second step comes down to giving substance to your marketing strategy by choosing the relevant distribution channels, developing the message to convey to your audiences, and identifying the positioning that corresponds to your objectives. It is only in a third step that it is necessary to define the appropriate marketing KPIs.



These must be designed to allow you to quantify and measure the impact of the actions carried out as part of your marketing strategy. At this stage, it is important to define the key indicators, while providing interesting data, do not contribute anything to your approach. For example, an e-commerce site that wants to know if its Facebook Ads campaign generates sales for a product . Which marketing KPIs to choose? Marketers generally focus on basic performance indicators, such as the volume of traffic or the rate of leads generated during a campaign.