Every marketing activity should be designed with a specific goal in mind - that goal should bring the business closer to one of its objectives. To keep track of how close marketing is to delivering such objectives, pre-defined KPIs should be selected based on the marketing activity. In this presentation, I summarise 4 marketing goals and their corresponding KPIs.

1. Which KPI to choose based on Marketing Goal
Blog: time on page, scrolling percentage
Video: Percentage of video watched
CONTENT PROMOTION
Product Page: time on page, scrolling
percentage
PRODUCT AWARENESS
Brochure: Number of downloads
PDF/File: Form submission
LEAD-GENERATION
E-commerce: account creations,
transactions, time to purchase
E-COMMERCE
Stefania Borchia Digital Marketing