"What KPIs should we use?" We get asked this more often than “How are
you?”. Key Performance Indicators, or KPIs, are the metric that many
marketers turn to in order to evaluate the factors that will help ensure the
success of their business. Markets are constantly subject to change, and
with that in mind, we wanted to share our current thinking behind KPIs.
First, a quick recap of how we look at the consumer journey along the See-
Think-Do-Care framework:
The objective of stages See, Think and Care is to drive ‘mental availability’,
something that goes under many names such as ’share of mind’,
‘awareness’, ‘attention’ etc. The principle is that the more people that think
about you in relation to competition, the higher the likelihood they buy you
when they are ready to buy. The objective of the Do stage is to make it
ridiculously easy to buy. So you need to maximize mental availability at
stages See, Think and Care, and maximize ease-of-purchase at the Do
stage.
What KPIs are relevant?
There are two types of KPIs:
Output KPIs - These are the most important KPIs; they are the end result
we are looking for. For example, ‘absolute profit’.
, In-process KPIs - This is what we put into the plan but not really what we
are looking for. Essentially, it’s the means to an end. For example, we can
say that we want to reach X number of people, but that’s not really the
impact we are looking for. We are probably looking to create ‘awareness’
from reaching these people, but it’s still a relevant KPI because if we don’t
get the awareness we want, then we can still look at the input and root-
cause of what went wrong. If we do reach enough people but don’t get the
awareness, then the reach didn’t have any impact and we can look into
why that was the case.
So, with this in mind, what are relevant in-process and output KPIs
throughout the consumer journey?
Why have we chosen these KPIs?
Here is an explanatory run-down of why we have chosen the KPIs:
SEE
In-process:
Reach: You need to reach people with your message if you expect to drive
a change in behavior. You need to ensure that reach takes viewability into
account, as reaching someone with a message they cannot see doesn’t
count.
you?”. Key Performance Indicators, or KPIs, are the metric that many
marketers turn to in order to evaluate the factors that will help ensure the
success of their business. Markets are constantly subject to change, and
with that in mind, we wanted to share our current thinking behind KPIs.
First, a quick recap of how we look at the consumer journey along the See-
Think-Do-Care framework:
The objective of stages See, Think and Care is to drive ‘mental availability’,
something that goes under many names such as ’share of mind’,
‘awareness’, ‘attention’ etc. The principle is that the more people that think
about you in relation to competition, the higher the likelihood they buy you
when they are ready to buy. The objective of the Do stage is to make it
ridiculously easy to buy. So you need to maximize mental availability at
stages See, Think and Care, and maximize ease-of-purchase at the Do
stage.
What KPIs are relevant?
There are two types of KPIs:
Output KPIs - These are the most important KPIs; they are the end result
we are looking for. For example, ‘absolute profit’.
, In-process KPIs - This is what we put into the plan but not really what we
are looking for. Essentially, it’s the means to an end. For example, we can
say that we want to reach X number of people, but that’s not really the
impact we are looking for. We are probably looking to create ‘awareness’
from reaching these people, but it’s still a relevant KPI because if we don’t
get the awareness we want, then we can still look at the input and root-
cause of what went wrong. If we do reach enough people but don’t get the
awareness, then the reach didn’t have any impact and we can look into
why that was the case.
So, with this in mind, what are relevant in-process and output KPIs
throughout the consumer journey?
Why have we chosen these KPIs?
Here is an explanatory run-down of why we have chosen the KPIs:
SEE
In-process:
Reach: You need to reach people with your message if you expect to drive
a change in behavior. You need to ensure that reach takes viewability into
account, as reaching someone with a message they cannot see doesn’t
count.
