Помогите разобраться с постановкой KPI для маркетологов. Компания выходит на новый рынок, классические метрики не подходят. Какие показатели использовать на старте? Буду благодарен за практические советы.
We faced a similar challenge when entering a new market in Southeast Asia. Traditional conversion metrics fell flat as brand recognition was low. Instead, we prioritized social listening: tracking share of voice and sentiment shifts provided valuable insights into our market presence. The breakthrough came from focusing on engagement quality rather than sheer numbers, enabling us to gauge future success well in advance of actual sales.
When we launched in a new vertical, email open rates were useless - our list was completely cold. We switched to tracking list growth speed and how people engaged over time. Our automation followed subscribers as they moved from awareness emails to consideration emails over 30 days. That progression rate became our main metric and predicted actual conversions three weeks before traditional metrics could.
When we expanded into European B2B markets, I learned that standard lead volume metrics were hiding quality issues. We started tracking how deep prospects went into our bottom-funnel content over 60 days instead. This showed us real buying signals weeks before MQLs actually converted - finally had a metric that predicted pipeline quality in a market we didn’t know well.
We ran a market entry audit and found out keyword tools are basically useless for local search terms. They’d show zero volume for keywords that were actually bringing in traffic. So we dug into Search Console’s query reports instead - found tons of high-intent phrases with real impressions that the tools completely missed. Those log files saved our content strategy when regular keyword research crapped out.
In a recent campaign, we faced high costs on Facebook Ads while entering a new vertical, where typical CPA metrics were misleading. By monitoring cost-per-engaged-visitor over a 14-day window, we discovered that those who interacted with multiple touchpoints had a fourfold increase in conversion likelihood two weeks later. This approach allowed us to optimize our spending effectively, even before reliable conversion data was available.