{"id":856,"date":"2024-03-08T10:24:53","date_gmt":"2024-03-08T10:24:53","guid":{"rendered":"https:\/\/scoring.pt\/magazine\/?p=856"},"modified":"2024-03-08T10:26:22","modified_gmt":"2024-03-08T10:26:22","slug":"a-importancia-das-metricas-e-dos-kpis","status":"publish","type":"post","link":"https:\/\/scoring.pt\/magazine\/a-importancia-das-metricas-e-dos-kpis\/","title":{"rendered":"A import\u00e2ncia das m\u00e9tricas e dos KPI\u2019s"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>Algo muito importante para a gest\u00e3o das empresas \u00e9 a defini\u00e7\u00e3o e an\u00e1lise de m\u00e9tricas e KPI\u2019s (<em>Key Performance Indicators<\/em>).<\/p>\n<p>O estudo e an\u00e1lise destes indicadores \u00e9 algo transversal aos diversos departamentos de uma empresa. Apenas com a an\u00e1lise destes dados \u00e9 que os decisores conseguem tomar decis\u00f5es informadas.<\/p>\n<p>Para o departamento de marketing \u00e9 importante ter definidas as m\u00e9tricas e KPI\u2019s a analisar nas a\u00e7\u00f5es delineadas no plano de marketing. Desta forma, poder\u00e1 fazer altera\u00e7\u00f5es de acordo com a informa\u00e7\u00e3o recolhida atrav\u00e9s dos dados, nomeadamente altera\u00e7\u00f5es em campanhas de e-mail marketing futuras, novas estrat\u00e9gias de ativa\u00e7\u00e3o de marca em eventos, gest\u00e3o do <em>budget<\/em>, desenvolvimento de novas a\u00e7\u00f5es para reduzir a taxa de <em>churn<\/em>, entre outros.<\/p>\n<p>As m\u00e9tricas permitem analisar de forma quantitativa um comportamento. Geralmente s\u00e3o n\u00fameros que permitem ter uma perce\u00e7\u00e3o de como est\u00e1 a correr determinada a\u00e7\u00e3o.<\/p>\n<p><strong>Os KPI&#8217;s s\u00e3o indicadores-chave de desempenho, criados a partir das m\u00e9tricas e utilizados para medir os reais resultados das estrat\u00e9gias de forma detalhada<\/strong>. Estes indicadores s\u00e3o quantitativos.<\/p>\n<p>&nbsp;<\/p>\n<h5><strong>Exemplo de M\u00e9tricas e KPI\u2019s importantes a analisar pelo departamento de marketing:<\/strong><\/h5>\n<table style=\"height: 179px;\" width=\"598\">\n<tbody>\n<tr>\n<td width=\"283\"><u>Exemplos de m\u00e9tricas:<\/u><\/p>\n<ul>\n<li>N\u00famero de <em>leads<\/em> de uma campanha (potenciais clientes para convers\u00e3o)<\/li>\n<li>Taxa de <em>Churn<\/em> (renova\u00e7\u00e3o)<\/li>\n<\/ul>\n<p>&nbsp;<\/td>\n<td width=\"283\"><u>Exemplo de KPI&#8217;s:<\/u><\/p>\n<ul>\n<li>Custo de aquisi\u00e7\u00e3o por <em>lead<\/em> (valor investido \/ n\u00famero de <em>leads<\/em>)<\/li>\n<li>Tempo m\u00e9dio de espera para apoio ao cliente em chamada (tempo de espera total \/ n\u00famero de chamadas atendidas)<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><strong>As m\u00e9tricas e KPI\u2019s devem estar alinhados com os <a href=\"https:\/\/scoring.pt\/magazine\/a-importancia-de-definicao-de-objetivos-smart\/\" target=\"_blank\" rel=\"noopener\">objetivos <\/a><\/strong><strong>do plano de marketing<\/strong>. Por cada objetivo definido devem ser definidos os indicadores para an\u00e1lise.<\/p>\n<p>Os resultados a avaliar s\u00e3o diversos de acordo com as campanhas ou a\u00e7\u00f5es definidas. Alguns dos indicadores mais utilizados para analisar o sucesso de campanhas s\u00e3o o <strong>ROI<\/strong> (Retorno do Investimento) e o <strong>CAC<\/strong> (Custo de Aquisi\u00e7\u00e3o do Cliente).<\/p>\n<p>&nbsp;<\/p>\n<h5><strong>Exemplo de algumas m\u00e9tricas e KPI\u2019s a analisar numa campanha de email marketing:<\/strong><\/h5>\n<ul>\n<li>Taxa de entrega;<\/li>\n<li>Taxa de abertura;<\/li>\n<li>Taxa de cliques (CTR);<\/li>\n<li>Taxa de convers\u00e3o (<em>downloads<\/em> de documentos, preenchimento de formul\u00e1rio, inscri\u00e7\u00e3o em <em>newsletter<\/em>, compra, \u2026).<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>O estudo e an\u00e1lise destes indicadores \u00e9 algo transversal aos diversos departamentos de uma empresa. Apenas com a an\u00e1lise destes dados \u00e9 que os decisores conseguem tomar decis\u00f5es informadas. <\/p>\n","protected":false},"author":32,"featured_media":859,"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-856","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gestao"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A import\u00e2ncia das m\u00e9tricas e dos KPI\u2019s - 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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