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5 Simple Steps For Defining Uber-KPIs For Multiple Objectives

Avatar of Arjay [Moderator] Submitted by Arjay [Moderator] August 1, 2014 Website: marketingland.com

Nowadays, marketing channels no longer map easily to a single objective. Display continues to evolve on all fronts, covering everything from premium inventory to highly-focused retargeting ads.

With the addition of custom audiences and FBX, Facebook is becoming viable for direct response in addition to awareness and advocacy. Now even paid search, the quintessential direct response channel, is making moves up the funnel.

Fragmentation of digital marketing has been occurring for some time and is talked about extensively. Today, a different type of complexity is emerging in parallel with fragmentation: digital media and platforms are maturing and expanding out of their core offerings, vying to obtain a larger piece of the customer journey pie.

With diversification in funnel position and customer touch points for any given channel, a single key performance indicator (KPI) is increasingly inadequate to capture the complete marketing results. Multiple funnel positions necessitate multiple objectives, which require additional metrics to measure.

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2 Responses to “5 Simple Steps For Defining Uber-KPIs For Multiple Objectives” Leave a reply ›

  • Avatar of Sunday Profile

    Well, I guess its important we get to know and learn how to apply multiple key performance indicator (KPI). Of course, single KPI is not going to work for the evolving multi-channel adverts but we can still build on the principle of single KPI’s.

    Thus, the 5 steps for defining compound KPI are helpful for starters!
    Sunday recently posted…14 Things I Love about Living in Savusavu Fiji (Read if You Love Pictures in Paradise)My Profile

  • Avatar of rohan bhardwaj Profile


    You have informed about the recent change with a nice perspective. Earlier we had only one metric to consider and the success or failure directly was dependent on that metric alone.

    Like you said, it posed a risk sometimes as the judgement wasn’t made correctly. Having many metrics in considerations, the process have become little complex, but more efficient.

    Weighing each component and then drawing a meaningful conclusion is now much better. Thanks for sharing this post.
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