{"id":659,"date":"2018-12-04T08:07:56","date_gmt":"2018-12-04T08:07:56","guid":{"rendered":"http:\/\/www.internetintelligence.se\/blogg\/?p=659"},"modified":"2018-12-04T08:19:10","modified_gmt":"2018-12-04T08:19:10","slug":"common-pitfalls-when-developing-kpis","status":"publish","type":"post","link":"https:\/\/www.internetintelligence.se\/blogg\/common-pitfalls-when-developing-kpis\/","title":{"rendered":"Common pitfalls when developing KPIs"},"content":{"rendered":"

KPI\u2019s – always needed, always a challenge. I think these are common pitfalls when developing KPIs:<\/p>\n

1. Using \u201dout of the box\u201d-solutions:<\/strong> You go with the metrics\/KPI’s that a vendor has built into its reporting solution. How come Bounce Rate is a widely used metric for measuring online performance? Only because Google pushed it in Google Analytics.<\/p>\n

2. Lack of advanced analytics:<\/strong> It’s good to know the churn rate for previous month. But it’s better if you also know the predicted churn rate for next month.<\/p>\n

3.<\/strong> KPI\u2019s are based on the data you have, not the insights you need:<\/strong> Starting with the data is like cooking with the ingredients that happened to be in the fridge. You can eat it, but it’s not what you wanted.<\/p>\n

4. Same KPI\u2019s for everyone:<\/strong> A campaign manager and a marketing manager need different KPI\u2019s because optimising a campaign is different from optimising the marketing mix within budget to meet company goals. Same KPI’s for everyone = to many and\/or irrelevant KPI’s.<\/p>\n

5. To many or to few:<\/strong> \u2028 To many KPI\u2019s = lack of focus. To few = important insights are missed. Think about Facebook and the consequences of their focus on one KPI, engagement: Algoritms pushing the most engaging material (fake news) -> scandal -> very costly…<\/p>\n

\"Pitfalls<\/a><\/p>\n

Andreas Franson,\u00a0<\/strong>andreas[@]internetintelligence.se, +46 733 56 41 51<\/p>\n

\"Andreas<\/a><\/p>\n

 <\/p>\n

\"\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

KPI\u2019s – always needed, always a challenge. I think these are common pitfalls when developing KPIs: 1. Using \u201dout of the box\u201d-solutions: You go with the metrics\/KPI’s that a vendor has built into its reporting solution. How come Bounce Rate … Continue reading<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[6],"tags":[8,22],"_links":{"self":[{"href":"https:\/\/www.internetintelligence.se\/blogg\/wp-json\/wp\/v2\/posts\/659"}],"collection":[{"href":"https:\/\/www.internetintelligence.se\/blogg\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.internetintelligence.se\/blogg\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.internetintelligence.se\/blogg\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.internetintelligence.se\/blogg\/wp-json\/wp\/v2\/comments?post=659"}],"version-history":[{"count":5,"href":"https:\/\/www.internetintelligence.se\/blogg\/wp-json\/wp\/v2\/posts\/659\/revisions"}],"predecessor-version":[{"id":668,"href":"https:\/\/www.internetintelligence.se\/blogg\/wp-json\/wp\/v2\/posts\/659\/revisions\/668"}],"wp:attachment":[{"href":"https:\/\/www.internetintelligence.se\/blogg\/wp-json\/wp\/v2\/media?parent=659"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.internetintelligence.se\/blogg\/wp-json\/wp\/v2\/categories?post=659"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.internetintelligence.se\/blogg\/wp-json\/wp\/v2\/tags?post=659"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}