{"id":1106,"date":"2025-07-28T15:35:26","date_gmt":"2025-07-28T15:35:26","guid":{"rendered":"https:\/\/scoring.es\/magazine\/?p=1106"},"modified":"2025-07-28T15:35:26","modified_gmt":"2025-07-28T15:35:26","slug":"la-importancia-de-las-metricas-y-los-kpis","status":"publish","type":"post","link":"https:\/\/scoring.es\/magazine\/la-importancia-de-las-metricas-y-los-kpis\/","title":{"rendered":"La importancia de las m\u00e9tricas y los KPI’s"},"content":{"rendered":"

 <\/p>\n

Una vez desarrolladas las estrategias, definimos c\u00f3mo se van a analizar. Para ello, se establecen las m\u00e9tricas y los KPI\u2019s<\/em> (Key Performance Indicators<\/em>) que se seguir\u00e1n a lo largo y al final del plan de marketing<\/em>.<\/p>\n

Las m\u00e9tricas<\/strong> permiten analizar cuantitativamente un comportamiento. Generalmente, son n\u00fameros que ofrecen una percepci\u00f3n de c\u00f3mo est\u00e1 funcionando una acci\u00f3n determinada.<\/p>\n

Los KPI\u2019s<\/strong> son indicadores clave de desempe\u00f1o, creados a partir de las m\u00e9tricas, y se utilizan para medir los resultados reales de las estrategias de forma detallada. Estos indicadores son cuantitativos.<\/p>\n

 <\/p>\n

Ejemplo de m\u00e9tricas y KPI’s importantes que debe analizar el departamento de marketing:<\/strong><\/h4>\n\n\n\n
Ejemplos de m\u00e9tricas:<\/u><\/strong><\/p>\n

– N\u00famero de leads<\/em> generadas por una campa\u00f1a (potenciales clientes para conversi\u00f3n)<\/p>\n

– Tasa de Churn<\/em> (renovaci\u00f3n)<\/p>\n

 <\/td>\n

Ejemplo de KPI’s:<\/u><\/strong><\/p>\n

– Coste de adquisici\u00f3n por lead<\/em> (valor invertido \/ n\u00famero de leads<\/em>)<\/p>\n

–\u00a0 Tiempo medio de espera para atenci\u00f3n al cliente en llamada (tiempo total de espera \/ n\u00famero de llamadas atendidas)<\/p>\n

 <\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Los resultados a evaluar var\u00edan seg\u00fan las campa\u00f1as o acciones definidas.
\nAlgunos de los indicadores m\u00e1s utilizados para analizar el \u00e9xito de campa\u00f1as son el ROI<\/u><\/em> (Retorno de la Inversi\u00f3n) y el CAC<\/u><\/em> (Coste de Adquisici\u00f3n del Cliente).<\/p>\n

Ejemplo de algunas m\u00e9tricas y KPI\u2019s a analizar en una campa\u00f1a de email marketing<\/em>:<\/strong><\/p>\n

    \n
  • Tasa de entrega<\/li>\n
  • Tasa de apertura<\/li>\n
  • Tasa de clics (CTR<\/em>)<\/li>\n
  • Tasa de conversi\u00f3n (descargas de documentos, rellenado de formularios, suscripci\u00f3n a newsletter<\/em>, compra, etc.)<\/li>\n<\/ul>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

    Una vez desarrolladas las estrategias, definimos c\u00f3mo se van a analizar. Para ello, se establecen las m\u00e9tricas y los KPI\u2019s (Key Performance Indicators) que se seguir\u00e1n a lo largo y al final del plan de marketing.<\/p>\n","protected":false},"author":62,"featured_media":1107,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[31],"tags":[],"class_list":["post-1106","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gestion"],"yoast_head":"\nLa importancia de las m\u00e9tricas y los KPI's - SCORING Magazine<\/title>\n<meta name=\"description\" content=\"A defini\u00e7\u00e3o de objetivos \u00e9 crucial para a estrat\u00e9gia das empresas. 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