The Role of KPIs and Metrics in Digital Marketing

Digital disruption is happening all across the companies and industries all over the world. India is not behind and most of the industries are going to be affected in the way they think, design the processes & SOPs, monitor and manage the work. Even though the products & services are world class, if you could not let your customers know, you could be behind or have to bind-up the business. In India, most of the people have smart phones and they spend much time comparatively five years back on social media and many other related digital mediums and hence it creates a huge virtual market and potential customer base. Different channels will have their own pros & cons however companies & industries are using digital medium for many kind of business purposes such as customers engagements, products & services reviews, acquisition of customers (existing as well as new), Selling the products & services, feedback management, and many more. Now, it is challenging to track & manage all things to evaluate & monitor the business goals continuously (24x7). Goals may vary company to company and industry to industry and hence Key Performance Indicators (KPIs) & metrics play an important role. The KPIs & metrics what you learnt, managed, monitored and reviewed earlier may seems little different what you see today however they have the similar goals what we had for normal KPIs & metrics. This paper aims to understand in details about digital KPIs & metrics and why are these required & important in digital era. Digital KPIs & metrics are the backbone of web analytics. Many digital KPIs & metrics are explained with their specific objectives to understand and these could be used for business purpose to optimize & achieve the bottom line of the organization in the digitally adopted social world.