{"id":182,"date":"2017-01-31T16:37:39","date_gmt":"2017-01-31T19:37:39","guid":{"rendered":"http:\/\/marcelohiginio.com\/?p=182"},"modified":"2020-02-07T15:06:43","modified_gmt":"2020-02-07T18:06:43","slug":"arte-de-definir-kpis","status":"publish","type":"post","link":"https:\/\/marcelohiginio.mh0.me\/en\/arte-de-definir-kpis\/","title":{"rendered":"A arte de definir KPIs"},"content":{"rendered":"<p>A habilidade de definir KPIs (key perfomance indicators ou indicadores-chaves de performance) \u00e9 uma arte, dada sua complexidade, sua beleza, sua import\u00e2ncia e seu impacto. E tem gente acabando com essa arte.<\/p>\n<h3>Mas, vamos l\u00e1, para que serve o tal KPI?<\/h3>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large\" src=\"https:\/\/i0.wp.com\/media.giphy.com\/media\/6ZnDM7tOjKTRe\/giphy.gif?resize=720%2C540&#038;ssl=1\" width=\"720\" height=\"540\" \/><\/p>\n<p>Em poucas palavras, podemos dizer que \u00e9 uma tradu\u00e7\u00e3o t\u00e9cnica de um objetivo estrat\u00e9gico. Com o KPI, podemos, de uma forma mais clara, apontar algum(s) indicador(es) que oriente\u00a0e avalie\u00a0a performance da campanha\/a\u00e7\u00e3o, analisando seu curso\u00a0em dire\u00e7\u00e3o ao objetivo estrat\u00e9gico.<\/p>\n<p>Por exemplo:<\/p>\n<ul>\n<li><strong>Objetivo<\/strong> &#8211; Aumentar n\u00famero de pessoas em contato com a marca<\/li>\n<li><strong>KPI macro<\/strong>: Awareness<\/li>\n<li><strong>KPIs*<\/strong>\n<ul>\n<li><strong>Prim\u00e1rio<\/strong>: N\u00fameros de acessos ao site<\/li>\n<li><strong>Secund\u00e1rio<\/strong>: N\u00famero de visualiza\u00e7\u00f5es dos posts<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>* Nesse caso existe o risco de uma a\u00e7\u00e3o que gera visualiza\u00e7\u00e3o dos posts n\u00e3o gerar acessos ao site, ent\u00e3o sabendo disso, ter um KPI prim\u00e1rio \u00e9 bom para saber quem tem a prefer\u00eancia.<\/p>\n<ul>\n<li><span style=\"font-weight: 400\"><strong>Objetivo<\/strong> &#8211; Maior relacionamento da marca com as pessoas<\/span><\/li>\n<li><span style=\"font-weight: 400\"><strong>KPI macro<\/strong>: Engagement<\/span><\/li>\n<li><span style=\"font-weight: 400\"><strong>KPIs**<\/strong><\/span>\n<ul>\n<li><span style=\"font-weight: 400\">N\u00famero de rea\u00e7\u00f5es positivas aos posts<\/span><\/li>\n<li><span style=\"font-weight: 400\">N\u00fameros de acessos com tempo de perman\u00eancia maior que 3 minutos<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>** Como o objetivo \u00e9 engajamento, os KPIs s\u00e3o dispostas e o que define a prefer\u00eancia da a\u00e7\u00e3o pode ser o meio que mais performa.<\/p>\n<p>Mas essa tradu\u00e7\u00e3o t\u00e9cnica pode ser desencontrada ou n\u00e3o-fiel ao original, ent\u00e3o temos um problema. N\u00e3o ter um KPI pode ser muito problem\u00e1tico, mas ter o KPI errado pode ser mais problem\u00e1tico ainda.<\/p>\n<p>Por exemplo:<\/p>\n<ul>\n<li><span style=\"font-weight: 400\"><strong>Objetivo<\/strong> &#8211; Aumentar vendas no site<\/span><\/li>\n<li><span style=\"font-weight: 400\"><strong>KPI macro<\/strong>: vendas<\/span><\/li>\n<li><strong>KPIs<\/strong>\n<ul>\n<li><span style=\"font-weight: 400\">N\u00famero de acessos<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Cada problema tem a sua complexidade e existem solu\u00e7\u00f5es que s\u00e3o simples (sofisticadas) e solu\u00e7\u00f5es que s\u00e3o simplistas (inocentes). Ao afirmar que o KPI adequado para o aumento de n\u00famero de vendas\u00a0\u00e9 o n\u00famero de acessos, n\u00f3s estamos terminando o processo muito antes do que dever\u00edamos. Sim, passamos por um aumento do n\u00famero de acessos, mas o aumento de venda tamb\u00e9m pode ser influenciado pelo aumento do tempo de perman\u00eancia no site ou pelo n\u00famero de p\u00e1ginas visualizadas, ou ainda pelo aumento da taxa de pessoas que passam pelo funil de compra.<\/p>\n<p>Ou seja, o KPI prim\u00e1rio poderia ser definida como n\u00fameros de conclus\u00f5es de meta (final do carrinho), para que ent\u00e3o se estude a influ\u00eancia de outros indicadores e como alter\u00e1-los para que seja mais relevantes nesse resultado.<\/p>\n<p>Ent\u00e3o se o KPI for n\u00famero de acessos, ao final de 3 meses a taxa de convers\u00e3o pode ter ca\u00eddo e os n\u00fameros de vendas continuarem os mesmos. E isso n\u00e3o atinge o objetivo, certo?<\/p>\n<p>Por isso, definir um KPI \u00e9 uma arte que toma tempo e dedica\u00e7\u00e3o. \ud83d\ude09<\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large\" src=\"https:\/\/i0.wp.com\/media.giphy.com\/media\/RtZag69AFzTRm\/giphy.gif?resize=400%2C310&#038;ssl=1\" width=\"400\" height=\"310\" \/><\/p>\n<h3>Algumas dicas de como definir KPIs<\/h3>\n<ul>\n<li>Mantenha-se no limite de 5 a 8 KPIs<\/li>\n<li>N\u00e3o defina KPIs que sejam vagas ou que sejam apenas dados interessantes<\/li>\n<li>Busque KPIs mensur\u00e1veis e relevantes<\/li>\n<li>Mantenha os KPIs amarradas com os objetivos de neg\u00f3cio\/campanha<\/li>\n<li>Se o KPI definida n\u00e3o for adequada, conduza a mudan\u00e7a para um KPI melhor<\/li>\n<li>Tenha vis\u00e3o de como os KPIs se conectam com o neg\u00f3cio\/campanha como um todo<\/li>\n<li>Todo KPI \u00e9 um indicador, mas nem todo indicador \u00e9 uma KPI<\/li>\n<li>Toda a equipe deve estar a par dos KPIs<\/li>\n<\/ul>\n<p>Enfim, vamos tomar cuidado com nossos KPIs, trat\u00e1-los como se fossem da fam\u00edlia. Porque no m\u00ednimo n\u00f3s precisamos de bons resultados para fazer um bom trabalho com nossos clientes e para sermos relevantes nesse mercado que torna-se mais inteligente e mais competitivo a cada dia.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A habilidade de definir KPIs (key perfomance indicators ou indicadores-chaves de performance) \u00e9 uma arte, dada sua complexidade, sua beleza, sua import\u00e2ncia e seu impacto. E tem gente acabando com essa arte. Mas, vamos l\u00e1, para que serve o tal KPI? Em poucas palavras, podemos dizer que \u00e9 uma tradu\u00e7\u00e3o t\u00e9cnica de um objetivo estrat\u00e9gico&#8230;.<\/p>\n","protected":false},"author":101015,"featured_media":187,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":true,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[3],"tags":[],"class_list":["post-182","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-planejamento"],"translation":{"provider":"WPGlobus","version":"3.0.0","language":"en","enabled_languages":["br","en"],"languages":{"br":{"title":true,"content":true,"excerpt":false},"en":{"title":false,"content":false,"excerpt":false}}},"featured_image_urls_v2":{"full":["https:\/\/i0.wp.com\/marcelohiginio.mh0.me\/wp-content\/uploads\/sites\/44\/2017\/01\/definirkpi.jpg?fit=1300%2C794&ssl=1",1300,794,false],"thumbnail":["https:\/\/i0.wp.com\/marcelohiginio.mh0.me\/wp-content\/uploads\/sites\/44\/2017\/01\/definirkpi.jpg?resize=150%2C150&ssl=1",150,150,true],"medium":["https:\/\/i0.wp.com\/marcelohiginio.mh0.me\/wp-content\/uploads\/sites\/44\/2017\/01\/definirkpi.jpg?fit=300%2C183&ssl=1",300,183,true],"medium_large":["https:\/\/i0.wp.com\/marcelohiginio.mh0.me\/wp-content\/uploads\/sites\/44\/2017\/01\/definirkpi.jpg?fit=768%2C469&ssl=1",768,469,true],"large":["https:\/\/i0.wp.com\/marcelohiginio.mh0.me\/wp-content\/uploads\/sites\/44\/2017\/01\/definirkpi.jpg?fit=960%2C586&ssl=1",960,586,true],"1536x1536":["https:\/\/i0.wp.com\/marcelohiginio.mh0.me\/wp-content\/uploads\/sites\/44\/2017\/01\/definirkpi.jpg?fit=1300%2C794&ssl=1",1300,794,true],"2048x2048":["https:\/\/i0.wp.com\/marcelohiginio.mh0.me\/wp-content\/uploads\/sites\/44\/2017\/01\/definirkpi.jpg?fit=1300%2C794&ssl=1",1300,794,true],"blog_standard_thumbnail":["https:\/\/i0.wp.com\/marcelohiginio.mh0.me\/wp-content\/uploads\/sites\/44\/2017\/01\/definirkpi.jpg?resize=1000%2C360&ssl=1",1000,360,true]},"post_excerpt_stackable_v2":"<p>A habilidade de definir KPIs (key perfomance indicators ou indicadores-chaves de performance) \u00e9 uma arte, dada sua complexidade, sua beleza, sua import\u00e2ncia e seu impacto. E tem gente acabando com essa arte. Mas, vamos l\u00e1, para que serve o tal KPI? Em poucas palavras, podemos dizer que \u00e9 uma tradu\u00e7\u00e3o t\u00e9cnica de um objetivo estrat\u00e9gico. Com o KPI, podemos, de uma forma mais clara, apontar algum(s) indicador(es) que oriente\u00a0e avalie\u00a0a performance da campanha\/a\u00e7\u00e3o, analisando seu curso\u00a0em dire\u00e7\u00e3o ao objetivo estrat\u00e9gico. Por exemplo: Objetivo &#8211; Aumentar n\u00famero de pessoas em contato com a marca KPI macro: Awareness KPIs* Prim\u00e1rio: N\u00fameros de&hellip;<\/p>\n","category_list_v2":"<a href=\"https:\/\/marcelohiginio.mh0.me\/en\/category\/planejamento\/\" rel=\"category tag\">Planejamento<\/a>","author_info_v2":{"name":"marcelohiginio","url":"https:\/\/marcelohiginio.mh0.me\/en\/author\/marcelohiginio\/"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A arte de definir KPIs - Marcelo Higinio<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marcelohiginio.mh0.me\/arte-de-definir-kpis\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A arte de definir KPIs - 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