social analytics tools

1. KEY PERFORMANCE
INDICATORS (KPI)

2. KPI
 The metrics that allow the measurement of the progress of the website in relation to
its objectives are key performance indicators denominated.
 KPIs should help measure and define progress towards company objectives

3. IMPORTANCE OF KPIS
 The KPIs give a very good idea of good planning of social media.
 To avoid the failure of programs or social networks, the structure of the KPIs must be
executed correctly.
 KPIs must be constantly reviewed to determine the status of the program

4. DETERMINATION OF A KPI
business
objectives
objectives of the
website/social
media
KPI

5. ADVANTAGES OF KPI
 KPI controls and follows the actions released from the work done.
 The KPI provides the possibility of applying corrective measures of the
deviations of the indicators, both positive and negative.
 A KPI favors the understanding of the error and the success of a
business.
 KPIs help to learn and improve business decision making.

6. CHARACTERISTICS OF A KPI
 They are metrics that never refer to money.
 The KPI is measured very frequently. It is normal to
measure KPI daily or weekly.
 The general manager and the management team of the
company are the ones acting according to the KPIs.
 KPIs determine what work groups should do.
 KPIs demand a clear commitment and responsibility in
business.
 KPIs influence the success of companies.
 KPIs promote a positive impact on the performance of the
company.

7. THE CHARACTERISTICS THAT KPI MUST
MEET, ACCORDING TO MORTENSEN
 Show the goal of the organization
 Be based on real data
 Set expectations
 Update actions
 All KPIs must have context
 The KPI must have meaning at different levels

8. KPI TYPES
 KPI Offline: Financial / economic indices, Trade indicators, Logistics
indicators, Productivity indicators, Time indicators and Quality indicators
 KPI Online: Adwords, Analytics and social networks
 KPI´s en Analytics: KPI's of Audiencia Generales, KPI's Acquisition
KPI's General Behavior, KPI's General Conversions

9. KPI EXAMPLES
 Rebound rate:The bounce rate indicates how many people enter the website and
show the interaction they have on the website.
 Average stay time on the page: It is an average of the time that users stay on the
website, this indicator is misleading.
 Ranking of keywords: the proof that a positioning strategy is taking effect can be
quickly observed in a keyword ranking chart.

10. ANALYZING ITERATIVE KPI
ACCOMPLISHMENT
Identify and define KPIs
KPI List
Estime KPI accomplishment
cost
survey KPI cost relation
Optimize total KPI accomplishment
cost
Finding the critical
KPIs and
improvement patents

11. DIFFERENCES BETWEEN METRICS AND
KPI
 Metric is a measure or statistic of an event.
 KPI quantifies how website goals are being done

12. CONSTRAINTS OF A WEB ANALYTICS PROJECT
Know the reason why
the company exists
Set specific goals
Define the most
suitable KPIs, taking
into account the
difference between
metrics and KPI
Set quantitative
objectives for each KPI
Generate adequate
segments

13. REFERENCES
 Aguilar, L. J. (2015). SISTEMAS DE INFORMACION EN LA EMPRESA. ALFAOMEGA .
 Cai, L. X. (2009). Improving supply chain performance management: A systematic approach to
analyzing iterative KPI accomplishment. Decision Support Systems, 512-521.
 Fernández, M. (2016). NeoAttack. Obtenido de https://neoattack.com/kpi-o-key-performance-
indicators/
 Porras, M. (1 de Septiembre de 2017). Mailrelay. Obtenido de
https://blog.mailrelay.com/es/2017/09/01/kpi-que-son-y-como-elegirlos-en-tu-estrategia