Dennis R' Mortensen

1
The difference between
a KPI and a Metric

• Presented by
• Dennis R. Mortensen
• COO - IndexTools, Inc.
• Blog
• VisualRevenue.com/blog

2
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?
3
Understand that
using KPI and Metric interchangeable is
wrong
4
...a KPI is a Metric
but a Metric is not necessarily a KPI !
5
Why
?
is this important
6
without real KPIs an organisation will not
perform to its maximum
7
- this is in particularly true
for businesses where online performance is
a vehicle for success!
8
AND
9
developing the wrong KPI
will create more harm than help
10
?
KPI criteria
How do I conclude
11
You look for the following
7
KPI characteristics
12
1
a KPI echoes organizational goals
13
2
a KPI is decided by management
14
3
a KPI provides context
15
4
a KPI creates meaning on all organizational
levels
16
5
a KPI is based on legitimate data
17
6
a KPI is easy to understand
18
7
a KPI leads to action!
19
SUPER
!
online marketing KPI examples please
20
First,
It is never about financial metrics
They represent the results of driving a good KPI
21
KPI
Ad CTR
(for online media and content websites)
22
KPI
Cost Per New Subscriber
(for online media and content websites)
23
KPI
Web Customer Interactions
(for online self service websites)
24
KPI
Look-To-Book Ratio
(for online travel and hospitality websites)
25
Want to know more about
Analytics and Marketing?
VisualRevenue.com/blog