The event -which took place via Zoom-, was attended by more than 60 people from different companies of the local and regional market, Fenicio's clients, and was led by Johnatan Pírez (independent consultant in digital business / ex eCommerce Manager of Grupo TaTa), and Paolo Cerizola (eCommerce Manager of BestSeller LATAM).
"A KPI of value to our business should be one that results from a logical process in search of knowledge of our business, to achieve objectives," explained Johnatan Pírez, who added that there are no good or bad indicators, but relevant and irrelevant ones.
On the other hand, he added that when analysing a KPI, it must be done within its environment, as the context makes the difference. In this sense, he explained how to build a dashboard of indicators according to each type of business and what to take into account: the conversion funnel, the objectives of each stage, which KPIs will be analysed in each of them, the frequency with which they will be analysed and who will be responsible for the action of each indicator.
Meanwhile, Paolo Cerizola - in charge of the second part of the workshop - said that "knowledge of customers will be the differentiator for digital businesses", and for that it is necessary to segment them according to their characteristics.
To do so, he detailed how to run an RFM analysis, which consists of classifying buyers based on three variables: recency, frequency and monetary.
Workshop attendees were given access to a "periodic table of KPIs" adaptable to their businesses, which will allow them to measure the performance of their companies and make decisions based on real-world data.
Fenicio Training is a free activity exclusively for Fenicio clients.
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