The difference between
a KPI and a Metric
Presented by:
Dennis R. Mortensen
COO - IndexTools, Inc.
Blog:
VisualRevenue.com/blog

How does one decide if a Metric
Qualifies as a Key Performance Indicator?
..and if so, what are the characteristics of
an excellent online marketing KPI?

Understand that
using KPI and Metric interchangeable is
wrong

...a KPI is a Metric
but a Metric is not necessarily a KPI !

is this important

without real KPI’s an organisation will not
perform to its maximum

- this is in particularly true
for businesses where online performance is
a vehicle for success!

developing the wrong KPI
will create more harm than help

KPI criteria
How do I conclude

You look for the following
7 KPI characteristics

a KPI echoes organizational goals
1

a KPI is decided by management
2

3 a KPI provides context

a KPI creates meaning
4 on all organizational levels

a KPI is based on legitimate data
5

6 a KPI is easy to understand

7 a KPI leads to action!

SUPER
online marketing KPI examples please

First,
It is never about financial metrics
They represent the results of driving a good KPI

KPI
Ad CTR
(for online media and content websites)

KPI
Cost Per New Subscriber
(for online media and content websites)

KPI
Web Customer Interactions
(for online self service websites)

KPI
Look-To-Book Ratio
(for online travel and hospitality websites)

Want to know more about
Analytics and Marketing?
VisualRevenue.com/blog