From the course: Marketing Analytics: Setting and Measuring KPIs

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Proxy metrics

Proxy metrics

From the course: Marketing Analytics: Setting and Measuring KPIs

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Proxy metrics

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- [Narrator] It's common to run into an area of a business that's difficult to measure. Most businesses find qualitative metrics hard to measure as they involve taking a user away from what they were doing to fill in a survey. Imagine you were on a social media platform. If a customer satisfaction survey were to pop up during your visit, you would need to stop consuming content and go answer the survey questions. This takes you away from the social media experience, and if it's done too often, this could impact our overall site metrics too. This is where proxy metrics come in. Proxy metrics are metrics that are simpler to measure, and can give us a similar level of accuracy when answering a question. If you think about our social media platform, for us to know whether a user enjoyed the content shown to them, we'd need a proxy metric that can help us understand if the user was enjoying their experience. We could make the assumption that if someone didn't enjoy the content on the site,…

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