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Key Performance Indicators (KPI) are specific measures used to evaluate the performance of a company, a project, a process or any activity in relation to its pre-established objectives and goals.​ They provide a quantifiable and objective way to measure measure progress toward those objectives and evaluate the success of a strategy or initiative.

KPIs can vary depending on the industry, sector and the specific needs of each organization, but they generally meet certain criteria:

  • Relevance: They must be directly related to the objectives and goals of the organization.
  • Measurement: They must be quantifiable and based on objective data that can be measured consistently.
  • Temporality: They must be able to be measured over a specific period of time to evaluate performance over time.
  • Action: They should provide useful information that allows decision makers to identify areas for improvement and take corrective action if necessary.

KPIs can cover a wide range of areas and aspects of the business, such as sales, marketing, customer service, operations, human resources, finance, among others. Some common examples of marketing-related KPIs include: