Stop following bad KPIs

We can call statistics anything and everything. However, behind this counter quote lies a wider reality of the daily lives of mobile marketing professionals. In fact, if statistics are open to interpretation, key performance indicators can fall victim to the same symptoms if we are not careful. Each KPI should be carefully selected and studied, as it suits the particular issue. These are valuable indicators, decision aids and data that directly affect your strategy. Hence following wrong KPIs can have dire consequences. What if we put the question together again to stop following bad KPIs?

most frequent errors

Mobile marketers usually have some important data to keep in mind, but this does not always guarantee that they have taken on the full dimension of an issue. We can talk about the number of leads generated, conversion rate, cost per acquisition, bounce rate or revenue generated. These are not bad variables in themselves, but they are global pointers that are not sufficiently targeted at specific functions. This does not mean that they should be ignored. Just learn to interpret them in a particular context. For example, they give no indication of your social performance, user behavior, loyalty or profit earned.

How to Identify the Right KPIs

The first thing to do is to operationalize your vision. This process turns an overall objective into a series of indicators that feed into its measurement.

Let us take an example in the field of education: How to get academic expertise? This may be due to the success rate of the Bac, the ability to speak a foreign language, to manage projects, to help each other, to share common values, to master mathematical theorems, or to know the key dates in the history of France. , for example .

Let’s get back to our website with an example: How to increase your visitor’s engagement on mobile? You need to break this goal down into a sequence of micro tasks or measurable variables that will form your roadmap for the months to come. Each should be shared with the greatest of care. Also remember to identify potential biases, whether statistical or behavioral (for example, the perception of seasonality).

Thus, each new objective must integrate its own KPIs in order to be relevant and accurate in the chosen variables.

KPIs to watch

Since each KPI is specific to an action, it is impossible to list them all, but we can still identify a few that deserve your attention:

Return on Advertising Investment: This is an important KPI as it gives a holistic view of how the advertising budget is spent on mobile. By refining your decisions regarding this indicator and your media plan, you will be able to optimize your campaigns and reach the right people at the right time.

Social Contract : It measures the “likes”, shares and comments of your social campaigns. The more a user engages with your brand on a social network, the more likely they are to take action or influence those close to them. Integrating this data into the DPM will allow you to expand the scope of your knowledge.

purchase intent : For e-commerce sites by measuring activity around the cart, this KPI is important in determining the likelihood that a visitor will make a purchase by adjusting your conversion funnel.

retention rate: For mobile apps, downloading is not an end in itself. Regular use of the app is one of them. It’s up to you to measure internet users’ usage and behavior with your application: have they tried launching it? Was it too slow, too complicated, too technical? You can also measure activity on an application. How long does it take for a person to become an active user or how many functionalities do you consider?

conversion rate per channel : Your visitors come from many sources: mobile display ads, social networks, affiliations, external links, inbound marketing strategies, emailing… Each of these channels has its own life and its own expectations. By personalizing the customer journey by channel, you will be able to measure the conversion rate of a particular mobile effectively. Depending on the channel used, some will land on your site’s home page, others, on a temporary landing page or on a blog article for example. So take the time to analyze the mobile behavior of visitors to optimize your strategy.

Structure of your MQL : Behind this English acronym is “Marketing Qualified Leads”. To put it simply, the most successful or “hottest” prospects. Each brand defines them differently depending on the actions, or succession of actions, performed by these visitors: social engagement, downloading a white paper, requesting a product display, etc.

These MQLs are a priority for your sales forces, as they are most likely to convert or buy. That’s why your KPIs should integrate them according to different prisms: growth of MQL, ratio of MQL to your “classic” leads, rate of conversion of leads into MQL or number of MQLs per channel, for example.

It takes time and practice to follow the right KPIs. This results in customizing the customer journey to measure the data in a particular context. If every euro invested is to be measured, you need to know how to measure it and take the time to put things down so as not to rush. If the decision to continue or stop a campaign is based on an analysis of your KPIs, it is better to be rational and credible for this decision. And so, based on the right KPIs!

If you liked this article, I invite you to download our guide to data management.

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