Análisis y optimización en marketing: Medir es clave para mejorar nuestro negocio

December 31, 2015 Back to blog

“Cada estrategia ha de tener identificados sus propios KPIs. Tenemos que saber qué es lo que nos funciona y qué es lo que debemos mejorar”.

 

En cualquier área y más concretamente si hablamos de marketing, podemos afirmar que un trabajo que no se mide no evoluciona. Así, las últimas acciones de nuestro plan de marketing han de ser las de medición. Con dichas acciones, podremos ver cuánto de cerca estamos del objetivo que nos habíamos marcado al inicio de nuestro plan. Para llevar a caso lo anterior, hemos de hacer una elección de los indicadores KPI (Key Performance Indicator) que queramos conseguir.

Un KPI nos indica el nivel de desempeño de un proceso. Son los indicadores clave de resultado, y se utilizan para averiguar el estado actual de nuestro negocio y definir una línea de acción futura que nos conduzca hacia el éxito. Dependiendo de la acción que queramos llevar a cabo, previamente hemos de marcarnos unos objetivos en base al resultado deseado. Por tanto, los KPIs nos servirán para determinar si nuestro plan ha funcionado.

 

A la hora de definir nuestros KPI, estos deben ser SMART:

 
Específicos (Specific). Lo más concretos posibles. Hemos de tener una meta altamente detallada en la que se pueda ver sin lugar a dudas a dónde pretendemos llegar y de qué manera.

– Medibles (Measurable). Es necesario establecer objetivos cuantitativos que nos sirvan para medir nuestro éxito y saber si hemos alcanzado o no nuestra meta llegado el momento.

– Alcanzables (Achievable). Nuestros objetivos han de ser lo más ambiciosos posible a la vez que realizables. Además, tenemos que prever la posibilidad de reajustar objetivos. Recordemos que estamos inmersos en un proceso en constante cambio.

– Relevantes (Relevant). Hay que utilizar recursos con valores intrínsecos para uno mismo y el entorno. ¿Es posible alcanzar esta meta considerando los recursos que tenemos disponibles?

– Temporales (Timely), en cuanto a que sea posible seguir su evolución establecida con el paso del tiempo. ¿Cuándo se logrará la meta? Hemos de ser claros con la dimensión temporal de cada objetivo, así como elaborar una línea de tiempo donde vayan marcados.

kpi_2_Ad-Pure
 

¿Qué nos permite conocer un KPI? 

 

Cada estrategia debe tener identificados sus propios KPIs. Tenemos que saber qué es lo que nos funciona y qué es lo que debemos que mejorar. Por fortuna, en marketing todo es prácticamente medible. Sin embargo, a veces cuesta reconocer qué indicadores es necesario escoger . Para facilitar esta tarea, veamos ahora algunos ejemplo de KPIs a los que podemos hacer seguimiento para ejecutar campañas de marketing exitosas:

 

En redes sociales:

 

– A la estrategia de negocio le podemos sumar y añadir redes sociales tales como Twitter, Google +, LinkedIn o Facebook.

– Utilizaremos los KPIs para sacar información que nos permita saber si estamos teniendo resultados: cuánto seguidores nuevos tenemos, cuantos “me gusta” en nuestras publicaciones, cuántos retweets…

– Este sería trabajo para el Community Manager de la empresa. Lo interesante aquí es ver cuántos usuarios han llegado a nuestra página web a través de las redes y a partir de aquí cuántos se interesan por nuestro producto y quiénes acaban por convertirse en clientes.

 

En la web:

 
– Número de visitantes que tenemos en nuestra web. En este caso, las visitas producidas por un usuario único se consideran como un usuario diferente.

– Páginas vistas: Totalidad de las visualizaciones de páginas registradas.

– Duración de las visitas: Hemos de analizar el tiempo medio de las visitas que se efectúan.

– Duración de las páginas vistas: Tiempo medio de las páginas realizadas.

– Páginas vistas por sesión: Surge de la división del número de páginas entre el número de visitas.

 

Otros indicadores KPI a los que sería interesante hacer un seguimiento:

 

– El nivel de satisfacción de nuestros clientes.

– El tiempo que necesitamos para mejorar los servicios que ofrecemos.

– Las confirmaciones de alta de contactos (leads).

– La calidad en la gestión de la compañía.

– El número de descargas de documentos.

– El número de búsquedas de información.

– Los ingresos por ventas.

– El ROI (Retorno de la inversión).
kpi_3_Ad-Pure

Hemos de comparar la cuenta de resultados con el presupuesto que nos habíamos marcado para comprobar si estamos ganando o perdiendo dinero. Pues nadie quiere apoyar una actividad de marketing con la que su empresa tenga pérdidas.

No debemos olvidar que Internet tiene sus reglas, y si tratamos de improvisar una estrategia fracasaremos.

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