Avinash Kaushik - world leader in web business optimisation
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Identifying KPIs - E-metrics Summit 2005
This article presents 3 approaches to identifying and categorising Key Performance Indicators (KPIs) for E-commerce and digital marketing as part of objective setting.
These frameworks were presented by Dave at the E-metrics Summit in London, June 2005.
In June, the Web Analytics Association also released its definition of KPIs - these are lower level, but useful since grouped by different site types.
The approaches are useful to use a combination of approaches to capture and visuallise the full range of KPIs.
The aim of these frameworks is to:
- Identify metrics when developing an E-marketing plan
- Check that you have considered the full range of measures for managing online channels – check your existing metrics against the framework – “the KPI gap”
- Use as a method of brainstorming KPIs within a team
- Show the relationship between different measures – which are the Key Performance Indicators which indicate the overall effectiveness of online strategy and which are the performance drivers which indicate the efficiency of the processes which contribute to the whole
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