{"id":5355,"date":"2018-07-20T13:05:55","date_gmt":"2018-07-20T12:05:55","guid":{"rendered":"http:\/\/www.e-works.fr\/blog\/?p=5355"},"modified":"2018-07-20T13:05:55","modified_gmt":"2018-07-20T12:05:55","slug":"definition-kpi-exemple","status":"publish","type":"post","link":"https:\/\/www.e-works.fr\/blog\/definition-kpi-exemple\/","title":{"rendered":"KPI : D\u00e9finition et exemple de KPI"},"content":{"rendered":"

Le KPI c\u2019est quoi ? D\u00e9finition du KPI<\/h2>\n

Fonctionnement g\u00e9n\u00e9ral de la mesure<\/h3>\n

Les indicateurs cl\u00e9s de performance<\/strong>, KPI<\/a> (Key Performance Indicator) en anglais, sont g\u00e9n\u00e9ralement utilis\u00e9s dans les domaines du management et du marketing. Ils permettent de mesurer les am\u00e9liorations<\/strong> r\u00e9alis\u00e9es ou \u00e0 r\u00e9aliser pour atteindre un objectif strat\u00e9gique. Souvent, ils sont utilis\u00e9s pour mesurer l\u2019efficacit\u00e9 d\u2019une campagne marketing. Au final, les KPI peuvent \u00eatre utilis\u00e9s de mani\u00e8re ponctuelle, pour une campagne par exemple, ou de mani\u00e8re permanente, pour mesurer les r\u00e9sultats d\u2019un dispositif, comme sur un site d\u2019e-commerce.<\/p>\n

Diff\u00e9rents types d\u2019indicateurs possibles<\/h3>\n

De nombreuses cat\u00e9gories diverses et vari\u00e9es de KPI existent. En dehors de celles-ci, on compte plus d\u2019une centaine d\u2019indicateurs cl\u00e9s de performance ! Voici une liste, non exhaustive de quelques KPI : taux de conversion, panier moyen, nombre de jours avant l\u2019achat, nombre de visites avant l\u2019achat, co\u00fbt par acquisition, taux d\u2019abandon de panier, taux d\u2019abandon au moment du paiement, fid\u00e9lisation (nouveaux clients et clients r\u00e9currents), nombre de recherches internes et sans r\u00e9sultats.<\/p>\n

Exemple de KPI (en marketing digital)<\/h2>\n

Comment choisir les indicateurs \u00e0 utiliser ? Dans le choix des KPI les plus pertinents, il faut commencer par fixer clairement les objectifs. En effet, ce sont ces objectifs qui vont d\u00e9terminer quelles cat\u00e9gories d\u2019indicateurs nous seront utiles. Ensuite, il faut d\u00e9finir les moyens \u00e0 mettre en \u0153uvre pour atteindre ces objectifs. Enfin, il faut \u00e9laborer un plan d\u2019action. Dans le cadre de l\u2019email marketing<\/a>, il ne faut pas se contenter de suivre uniquement un indicateur cl\u00e9 de performance, mais, au contraire, en utiliser plusieurs simultan\u00e9ment. Parmi les plus importants, on retrouve : le taux de d\u00e9livrabilit\u00e9, de spam, de d\u00e9sabonnement, de clic et de conversion.<\/p>\n","protected":false},"excerpt":{"rendered":"

Le KPI c\u2019est quoi ? D\u00e9finition du KPI Fonctionnement g\u00e9n\u00e9ral de la mesure Les indicateurs cl\u00e9s de performance, KPI (Key Performance Indicator) en anglais, sont<\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[61],"tags":[],"class_list":["post-5355","post","type-post","status-publish","format-standard","hentry","category-lexique-du-digital"],"yoast_head":"\nKPI : D\u00e9finition et exemple de KPI<\/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:\/\/www.e-works.fr\/blog\/definition-kpi-exemple\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"KPI : D\u00e9finition et exemple de KPI\" \/>\n<meta property=\"og:description\" content=\"Le KPI c\u2019est quoi ? 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