Operational Metrics vs. Business Metrics
Posted: Mon Jan 20, 2025 10:10 am
Anyone who wants to have good management control must carefully analyze the measured results. They are extremely useful and provide a basis for decision-making. It is a challenge and at the same time a great foundation.
Using numbers, you can monitor the progress of a strategy or correct one that is not performing well. Since Marketing is a champion of metrics and indicators, you will hardly have any difficulty in measuring.
Technological tools for measurement:
Google Analytics: the tool is used to analyze metrics;
Mixpanel: focus on visitor actions for real-time measurement;
Kissmetrics: monitoring user behavior to identify flaws and point out improvements.
Operational Metrics vs. Business Metrics
Metrics are measuring instruments for quantitative and medical insurance leads email list qualitative numerical analysis that depend on the type of assessment. After collecting the data, it is time to compile the information and form diagnoses and opinions.
Key operational metrics
Consumption Metrics
How much content was consumed during a given period. By asking questions, it is possible to have a very real number of which and how much content was accessed and read.
Some questions:
Number of people consuming the content
Channels used by them
Frequency of consumption
Behavior and preferences presented in consumption
Website and Blog Access
Pages accessed – identification and quantity
Most frequent visitors
Time spent on each page
Rich and advanced content
Downloads made
Filling out forms via landing pages
Form information
Thank You Page View Percentage
Email open rate
Social media
Potential number of people reached by the content
Impressions counted by content type
Clicks to external links
Average engagement per post
E-mail
Email open rate
Number of clicks made on links in emails
Engagement Metrics
To generate engagement and gain a greater space in the consumer's heart, in addition to attention for the content produced by your company, monitoring results through metrics helps to measure the work that has been and will be carried out.
Customer performance in relation to the brand says a lot about the relevance of the content produced. Here are the engagement metrics that you can't miss.
Bounce rate
How many people visited your company's website and left? Did they find what they were looking for or was there no content that sparked their interest?
Discovering the reasons for a visitor's entry and exit must be measured to understand where to dedicate more attention to make the virtual environment more appealing.
Brand mention
Mentioning your brand suggests that the customer is engaged and has become an advocate for your company. You need to measure the quality of each mention and the context in which it occurs. Some tools allow you to find posts from different users who have mentioned your company.
In fact, this measurement will show whether the quote comes from the audience you want to reach and whether the people in that group are avid consumers.
Share rate
Calls to action that suggest sharing on social media can have an effect on engaged customers. Measuring how many of these customers are actually sharing the content generated on your company's website pages demonstrates the type of content that is truly relevant enough to be published in a personal space.
Average visit time
If you can determine how long visitors remain logged in to your company's website, you will have an idea of the interest in the content available. The average time spent visiting and accessing pages on the website shows the audience acquired with one or more pieces of content.
Collaborative content
Monitoring the active participation of visitors on your website will allow you to know how they interact with your brand. The instructions for activities, interactions and evaluations that are followed by those who visit your page will show their interest and desire to contribute to relevant content.
Conversion Metrics
The number of visits influences the generation and conversion of leads, that is, the more people, the greater the chances of conversion. Customers are born from prospecting, from an action and from a deeper connection.
You will know how each person behaves towards your brand when you choose to use a metric that measures different contexts. For example: at which stage of the funnel visitors move most in favor of your company.
What content in each stage sparks interest in reading and some parallel action? Are the CTAs efficient and causing potential customers to take action? These are issues that should be analyzed to intensify strategies or change the type of approach.
Use the funnel as a basis and track every detail of the visitors' journey through it. It may be time-consuming, but selecting samples for evaluation can save time and also reduce investment in unfounded strategies.
Measure the number of clicks on paid ads, for example. In an action like email marketing where the customer has content available to click and access, try to identify how many actually opened the content.
Using numbers, you can monitor the progress of a strategy or correct one that is not performing well. Since Marketing is a champion of metrics and indicators, you will hardly have any difficulty in measuring.
Technological tools for measurement:
Google Analytics: the tool is used to analyze metrics;
Mixpanel: focus on visitor actions for real-time measurement;
Kissmetrics: monitoring user behavior to identify flaws and point out improvements.
Operational Metrics vs. Business Metrics
Metrics are measuring instruments for quantitative and medical insurance leads email list qualitative numerical analysis that depend on the type of assessment. After collecting the data, it is time to compile the information and form diagnoses and opinions.
Key operational metrics
Consumption Metrics
How much content was consumed during a given period. By asking questions, it is possible to have a very real number of which and how much content was accessed and read.
Some questions:
Number of people consuming the content
Channels used by them
Frequency of consumption
Behavior and preferences presented in consumption
Website and Blog Access
Pages accessed – identification and quantity
Most frequent visitors
Time spent on each page
Rich and advanced content
Downloads made
Filling out forms via landing pages
Form information
Thank You Page View Percentage
Email open rate
Social media
Potential number of people reached by the content
Impressions counted by content type
Clicks to external links
Average engagement per post
Email open rate
Number of clicks made on links in emails
Engagement Metrics
To generate engagement and gain a greater space in the consumer's heart, in addition to attention for the content produced by your company, monitoring results through metrics helps to measure the work that has been and will be carried out.
Customer performance in relation to the brand says a lot about the relevance of the content produced. Here are the engagement metrics that you can't miss.
Bounce rate
How many people visited your company's website and left? Did they find what they were looking for or was there no content that sparked their interest?
Discovering the reasons for a visitor's entry and exit must be measured to understand where to dedicate more attention to make the virtual environment more appealing.
Brand mention
Mentioning your brand suggests that the customer is engaged and has become an advocate for your company. You need to measure the quality of each mention and the context in which it occurs. Some tools allow you to find posts from different users who have mentioned your company.
In fact, this measurement will show whether the quote comes from the audience you want to reach and whether the people in that group are avid consumers.
Share rate
Calls to action that suggest sharing on social media can have an effect on engaged customers. Measuring how many of these customers are actually sharing the content generated on your company's website pages demonstrates the type of content that is truly relevant enough to be published in a personal space.
Average visit time
If you can determine how long visitors remain logged in to your company's website, you will have an idea of the interest in the content available. The average time spent visiting and accessing pages on the website shows the audience acquired with one or more pieces of content.
Collaborative content
Monitoring the active participation of visitors on your website will allow you to know how they interact with your brand. The instructions for activities, interactions and evaluations that are followed by those who visit your page will show their interest and desire to contribute to relevant content.
Conversion Metrics
The number of visits influences the generation and conversion of leads, that is, the more people, the greater the chances of conversion. Customers are born from prospecting, from an action and from a deeper connection.
You will know how each person behaves towards your brand when you choose to use a metric that measures different contexts. For example: at which stage of the funnel visitors move most in favor of your company.
What content in each stage sparks interest in reading and some parallel action? Are the CTAs efficient and causing potential customers to take action? These are issues that should be analyzed to intensify strategies or change the type of approach.
Use the funnel as a basis and track every detail of the visitors' journey through it. It may be time-consuming, but selecting samples for evaluation can save time and also reduce investment in unfounded strategies.
Measure the number of clicks on paid ads, for example. In an action like email marketing where the customer has content available to click and access, try to identify how many actually opened the content.