{"id":569,"date":"2026-06-14T12:48:29","date_gmt":"2026-06-14T12:48:29","guid":{"rendered":"https:\/\/www.onurgurdogan.com\/?p=569"},"modified":"2026-06-16T11:35:55","modified_gmt":"2026-06-16T11:35:55","slug":"pazarlama-iletisiminde-kpi-nedir","status":"publish","type":"post","link":"https:\/\/www.onurgurdogan.com\/index.php\/2026\/06\/14\/pazarlama-iletisiminde-kpi-nedir\/","title":{"rendered":"Pazarlama \u0130leti\u015fiminde KPI: \u00d6l\u00e7emedi\u011finiz \u015eeyleri Y\u00f6netemezsiniz"},"content":{"rendered":"<div class=\"et_pb_section_0 et_pb_section et_section_regular et_flex_section\">\n<div class=\"et_pb_row_0 et_pb_row et_flex_row\">\n<div class=\"et_pb_column_0 et_pb_column et-last-child et_flex_column et_pb_css_mix_blend_mode_passthrough et_flex_column_24_24 et_flex_column_24_24_tablet et_flex_column_24_24_phone et_flex_column_24_24_widescreen\">\n<div class=\"et_pb_image_0 et_pb_image et_pb_module et_flex_module\"><span class=\"et_pb_image_wrap\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.onurgurdogan.com\/wp-content\/uploads\/2026\/06\/pazarlama-iletisiminde-kpi.png\" title=\"pazarlama-iletisiminde-kpi\" width=\"1672\" height=\"941\" class=\"wp-image-573\" \/><\/span><\/div>\n\n<div class=\"et_pb_text_0 et_pb_text et_pb_bg_layout_light et_pb_module et_flex_module\"><div class=\"et_pb_text_inner\"><h2><em><strong>Pazarlama \u0130leti\u015fiminde Ba\u015far\u0131 Neden H\u00e2l\u00e2 \u00d6l\u00e7\u00fclemiyor?<\/strong><\/em><\/h2>\n<p class=\"isSelectedEnd\"><span>Pazarlama ve pazarlama ileti\u015fimi d\u00fcnyas\u0131nda y\u0131llard\u0131r kar\u015f\u0131la\u015ft\u0131\u011f\u0131m en yayg\u0131n sorunlardan biri \u015fudur: \u015eirketler kampanya yap\u0131yor, reklam veriyor, sosyal medyada i\u00e7erik \u00fcretiyor, etkinlik d\u00fczenliyor, PR \u00e7al\u0131\u015fmalar\u0131 y\u00fcr\u00fct\u00fcyor; ancak t\u00fcm bu faaliyetlerin i\u015f sonu\u00e7lar\u0131na ne kadar katk\u0131 sa\u011flad\u0131\u011f\u0131n\u0131 net olarak ortaya koyam\u0131yor. <\/span><span>Asl\u0131nda bu durum yeni de de\u011fil...<\/span><\/p>\n<p class=\"isSelectedEnd\"><span>Y\u00f6netim biliminin en \u00f6nemli isimlerinden biri olan <em><strong>Peter Drucker<\/strong><\/em>'\u0131n me\u015fhur s\u00f6z\u00fc bug\u00fcn h\u00e2l\u00e2 ge\u00e7erlili\u011fini koruyor:<br \/><\/span><em><strong><span style=\"font-size: 14px;\">\u201c\u00d6l\u00e7emedi\u011finiz \u015feyi y\u00f6netemezsiniz.\u201d<\/span><\/strong><\/em><\/p>\n<p class=\"isSelectedEnd\"><span>Pazarlama ileti\u015fimi a\u00e7\u0131s\u0131ndan bak\u0131ld\u0131\u011f\u0131nda bu s\u00f6z\u00fcn anlam\u0131 olduk\u00e7a net. E\u011fer yap\u0131lan \u00e7al\u0131\u015fmalar\u0131n sonu\u00e7lar\u0131n\u0131 \u00f6l\u00e7emiyorsan\u0131z, hangi yat\u0131r\u0131m\u0131n i\u015fe yarad\u0131\u011f\u0131n\u0131, hangisinin b\u00fct\u00e7e kayb\u0131na d\u00f6n\u00fc\u015ft\u00fc\u011f\u00fcn\u00fc ve hangi faaliyetlerin \u015firket hedeflerine katk\u0131 sa\u011flad\u0131\u011f\u0131n\u0131 da bilemezsiniz. <\/span><span>Bug\u00fcn bir\u00e7ok kurumun ya\u015fad\u0131\u011f\u0131 temel problem de budur.<\/span><\/p>\n<p class=\"isSelectedEnd\"><span>Y\u00f6netim kurullar\u0131 ve CEO'lar art\u0131k yarat\u0131c\u0131 fikirlerden \u00e7ok sonu\u00e7 g\u00f6rmek istiyor. Pazarlama ekiplerinden beklenen yaln\u0131zca g\u00f6r\u00fcn\u00fcrl\u00fck yaratmak de\u011fil; Sat\u0131\u015fa, m\u00fc\u015fteri kazan\u0131m\u0131na, marka de\u011ferine ve \u015firket b\u00fcy\u00fcmesine katk\u0131 sa\u011flayabilmektir. <\/span><span>Bu nedenle <em><strong>KPI (Key Performance Indicator \u2013 Anahtar Performans G\u00f6stergesi)<\/strong><\/em> kavram\u0131 g\u00fcn\u00fcm\u00fcz pazarlama ileti\u015fiminin merkezinde yer almaktad\u0131r.<\/span><\/p>\n<p class=\"isSelectedEnd\"><span><\/span><\/p>\n<h1><em><strong>KPI Nedir?<\/strong><\/em><\/h1>\n<p class=\"isSelectedEnd\"><em><strong>KPI, bir kurumun belirledi\u011fi stratejik hedeflere ne kadar yakla\u015ft\u0131\u011f\u0131n\u0131 g\u00f6steren \u00f6l\u00e7\u00fclebilir performans g\u00f6stergeleridir.<\/strong><\/em><\/p>\n<p class=\"isSelectedEnd\"><span>Basit bir ifadeyle KPI'lar \u015fu soruya cevap verir: <\/span><em><strong><span style=\"font-size: 14px;\">\"Yapt\u0131\u011f\u0131m\u0131z i\u015f ger\u00e7ekten i\u015fe yar\u0131yor mu?\"\u00a0 <\/span><\/strong><\/em><span>\u00d6rne\u011fin:<\/span><\/p>\n<ul data-spread=\"false\">\n<li><span>Yeni m\u00fc\u015fteri kazanmak<\/span><\/li>\n<li><span>Marka bilinirli\u011fini art\u0131rmak<\/span><\/li>\n<li><span>Sat\u0131\u015flar\u0131 y\u00fckseltmek<\/span><\/li>\n<li><span>Sad\u0131k m\u00fc\u015fteri olu\u015fturmak<\/span><\/li>\n<li><span>Pazar pay\u0131n\u0131 b\u00fcy\u00fctmek<\/span><\/li>\n<li><span>Dijital trafi\u011fi art\u0131rmak <\/span>gibi hedeflerin her biri farkl\u0131 KPI'larla \u00f6l\u00e7\u00fcl\u00fcr.<\/li>\n<\/ul>\n<p class=\"isSelectedEnd\"><span>Buradaki kritik nokta \u015fudur: <\/span><span>Bir KPI faaliyetleri de\u011fil,\u00a0 sonu\u00e7lar\u0131 \u00f6l\u00e7melidir.<\/span><\/p>\n<p class=\"isSelectedEnd\"><span>Bu bak\u0131\u015fla \u00f6rneklemek gerekirse; <\/span><\/p>\n<p class=\"isSelectedEnd\"><span>\"Ayda 20 payla\u015f\u0131m yapmak\" yanl\u0131\u015f bir KPI iken \"o<\/span><span>rganik eri\u015fimi %30 art\u0131rmak\" do\u011fru bir KPI 'd\u0131r.<\/span><\/p>\n<p class=\"isSelectedEnd\"><em><strong>\u00c7\u00fcnk\u00fc \u015firketlerin ger\u00e7ek ama\u00e7lar\u0131 i\u00e7erik payla\u015fmak de\u011fil, i\u015f sonucu elde etmektir.<\/strong><\/em><\/p>\n<p class=\"isSelectedEnd\"><em><strong><\/strong><\/em><\/p>\n<h1><em><strong>Pazarlama \u0130leti\u015fiminde KPI'lar Neden Bu Kadar \u00d6nemli?<\/strong><\/em><\/h1>\n<p class=\"isSelectedEnd\"><span>KPI'lar yaln\u0131zca raporlama amac\u0131yla kullan\u0131lmaz.<\/span><\/p>\n<p class=\"isSelectedEnd\"><span>Do\u011fru belirlenmi\u015f KPI'lar;<\/span><\/p>\n<ul data-spread=\"false\">\n<li><span>B\u00fct\u00e7e kullan\u0131m\u0131n\u0131 optimize eder.<\/span><\/li>\n<li><span>Kaynaklar\u0131n do\u011fru alanlara y\u00f6nlendirilmesini sa\u011flar.<\/span><\/li>\n<li><span>Ajans performans\u0131n\u0131 objektif \u00f6l\u00e7er.<\/span><\/li>\n<li><span>Y\u00f6netim kuruluna hesap verebilirlik kazand\u0131r\u0131r.<\/span><\/li>\n<li><span>Sat\u0131\u015f ve pazarlama ekiplerini ayn\u0131 hedef etraf\u0131nda toplar.<\/span><\/li>\n<li><span>Gelecek d\u00f6nem stratejilerini \u015fekillendirir.<\/span><\/li>\n<\/ul>\n<p class=\"isSelectedEnd\"><span>\u00dcnl\u00fc pazarlama gurusu <em><strong>Philip Kotler'<\/strong><\/em>in -bay\u0131ld\u0131\u011f\u0131m- \u015fu s\u00f6z\u00fc konuyu olduk\u00e7a iyi \u00f6zetler:<\/span><\/p>\n<p class=\"isSelectedEnd\"><em><strong><span style=\"font-size: 14px;\">\u201cPazarlaman\u0131n amac\u0131 sat\u0131\u015f \u00e7abas\u0131n\u0131 gereksiz k\u0131lmakt\u0131r.\u201d<\/span><\/strong><\/em><\/p>\n<p class=\"isSelectedEnd\"><span>Bu noktaya ula\u015fabilmek i\u00e7in pazarlama faaliyetlerinin ne kadar etkili \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131 s\u00fcrekli \u00f6l\u00e7mek gerekir.<\/span><\/p>\n<h1><span><\/span><\/h1>\n<h1><em><strong>KPI Belirleme S\u00fcreci Nas\u0131l Olmal\u0131d\u0131r?<\/strong><\/em><\/h1>\n<p class=\"isSelectedEnd\"><span>Bir\u00e7ok \u015firkette KPI belirleme s\u00fcreci tersinden ilerler. <\/span><span>\u00d6nce kampanya haz\u0131rlan\u0131r, ard\u0131ndan \u00f6l\u00e7\u00fcmler d\u00fc\u015f\u00fcn\u00fcl\u00fcr. <\/span><span>Oysa do\u011fru yakla\u015f\u0131m bunun tam tersidir. <\/span><span>\u00d6nce \u015firket hedefleri belirlenmeli, sonra KPI'lar tan\u0131mlanmal\u0131d\u0131r. Ad\u0131m ad\u0131m bakal\u0131m;<\/span><span><\/span><\/p>\n<h2><span style=\"font-size: x-large;\"><em><strong>1. Business Hedeflerini Belirleyin<\/strong><\/em><\/span><\/h2>\n<p class=\"isSelectedEnd\"><span>\u00d6rne\u011fin:<\/span><\/p>\n<ul data-spread=\"false\">\n<li><span>Sat\u0131\u015flar\u0131 %15 art\u0131rmak<\/span><\/li>\n<li><span>Yeni m\u00fc\u015fteri say\u0131s\u0131n\u0131 %20 y\u00fckseltmek<\/span><\/li>\n<li><span>Bayi ba\u015f\u0131na ciroyu art\u0131rmak<\/span><\/li>\n<li><span>Yeni \u00fcr\u00fcn lansman\u0131n\u0131 desteklemek<\/span><\/li>\n<\/ul>\n<p class=\"isSelectedEnd\"><span>(B\u00fct\u00fcn KPI'lar bu hedeflerden t\u00fcremelidir.)<\/span><\/p>\n<h2><span style=\"font-size: x-large;\"><em><strong>2. Pazarlama Hedeflerini Belirleyin<\/strong><\/em><\/span><\/h2>\n<p class=\"isSelectedEnd\"><span>\u00d6rne\u011fin:<\/span><\/p>\n<ul data-spread=\"false\">\n<li><span>Marka Bilinirli\u011fi\u00a0<\/span><\/li>\n<li><span>Potansiyel M\u00fc\u015fteri \u00dcretimi<\/span><\/li>\n<li><span>Trafik\u00a0<\/span><\/li>\n<li><span>Talep\u00a0<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-size: x-large;\"><em><strong>3. \u0130leti\u015fim Hedeflerini Tan\u0131mlay\u0131n<\/strong><\/em><\/span><\/h2>\n<p class=\"isSelectedEnd\"><span>\u00d6rne\u011fin:<\/span><\/p>\n<ul data-spread=\"false\">\n<li><span>Eri\u015fim<\/span><\/li>\n<li><span>Hat\u0131rlanma<\/span><\/li>\n<li><span>Etkile\u015fim<\/span><\/li>\n<li><span>Talep yaratma<\/span><\/li>\n<li><span>Lead \u00fcretimi<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-size: x-large;\"><em><strong>4. \u00d6l\u00e7\u00fclebilir KPI'lar\u0131 Tan\u0131mlay\u0131n<\/strong><\/em><\/span><\/h2>\n<p class=\"isSelectedEnd\"><span>Her t\u00fcrl\u00fc hedef belirleme tekni\u011fi a\u00e7\u0131s\u0131ndan motto olmu\u015f <em><strong>SMART modeli burada olduk\u00e7a faydal\u0131d\u0131r.<\/strong><\/em><\/span><\/p>\n<p class=\"isSelectedEnd\"><span>KPI'lar;<\/span><\/p>\n<ul data-spread=\"false\">\n<li><span><em><strong>S<\/strong><\/em>pecific (\u00d6zg\u00fcn)<\/span><\/li>\n<li><span><em><strong>M<\/strong><\/em>easurable (\u00d6l\u00e7\u00fclebilir)<\/span><\/li>\n<li><span><em><strong>A<\/strong><\/em>chievable (Ula\u015f\u0131labilir)<\/span><\/li>\n<li><span><em><strong>R<\/strong><\/em>elevant (\u0130lintili, Alakal\u0131)<\/span><\/li>\n<li><span><em><strong>T<\/strong><\/em>ime-Bound (Zamana Ba\u011fl\u0131)\u00a0 <\/span>olmal\u0131d\u0131r.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h1><em><strong>Pazarlama \u0130leti\u015fiminde En \u00d6nemli KPI'lar<\/strong><\/em><\/h1>\n<p class=\"isSelectedEnd\"><span>Her sekt\u00f6r farkl\u0131 KPI'lara ihtiya\u00e7 duysa da a\u015fa\u011f\u0131daki g\u00f6stergeler \u00e7o\u011fu kurum i\u00e7in kritik \u00f6neme sahiptir;<\/span><span><\/span><\/p>\n<h2><em><strong>1. Marka Bilinirli\u011fi (Brand Awareness)<\/strong><\/em><\/h2>\n<p class=\"isSelectedEnd\"><span>Bir markan\u0131n hedef kitlesi taraf\u0131ndan tan\u0131nma seviyesidir. <\/span><span>\u00d6l\u00e7\u00fcm y\u00f6ntemleri:<\/span><\/p>\n<ul data-spread=\"false\">\n<li><span>Ara\u015ft\u0131rmalar<\/span><\/li>\n<li><span>Anketler<\/span><\/li>\n<li><span>Google Search Volume<\/span><\/li>\n<li><span>Direkt trafik art\u0131\u015f\u0131<\/span><\/li>\n<li><span>Share of Voice vb.<\/span><\/li>\n<\/ul>\n<h2><em><strong>2. Eri\u015fim (Reach)<\/strong><\/em><\/h2>\n<p class=\"isSelectedEnd\"><span>\u0130\u00e7eriklerin veya kampanyalar\u0131n ka\u00e7 ki\u015fiye ula\u015ft\u0131\u011f\u0131n\u0131 g\u00f6sterir. <\/span><span>\u00d6l\u00e7\u00fcm ara\u00e7lar\u0131:<\/span><\/p>\n<ul data-spread=\"false\">\n<li><span>Meta Business Suite<\/span><\/li>\n<li><span>LinkedIn Analytics<\/span><\/li>\n<li><span>Google Analytics<\/span><\/li>\n<li><span>Programmatic platform raporlar\u0131 vb.<\/span><\/li>\n<\/ul>\n<h2><strong>3. Etkile\u015fim Oran\u0131 (Engagement Rate)<\/strong><\/h2>\n<p class=\"isSelectedEnd\"><span>\u0130\u00e7eriklerin ne kadar ilgi \u00e7ekti\u011fini g\u00f6sterir.<\/span><\/p>\n<p class=\"isSelectedEnd\"><span>Burada do\u011fru form\u00fcl:<\/span><\/p>\n<p class=\"isSelectedEnd\"><em><strong>Etkile\u015fim \/ Eri\u015fim x 100<\/strong><\/em><\/p>\n<p class=\"isSelectedEnd\"><span>Etkile\u015fim;<\/span><\/p>\n<ul data-spread=\"false\">\n<li><span>Be\u011feni<\/span><\/li>\n<li><span>Yorum<\/span><\/li>\n<li><span>Payla\u015f\u0131m<\/span><\/li>\n<li><span>Kaydetme<\/span><\/li>\n<li><span>T\u0131klama <\/span>gibi aksiyonlar\u0131 i\u00e7erir. Bu aksiyonlardan herbirinin etkile\u015fime katt\u0131 de\u011ferlerin katsay\u0131lar\u0131 elbette farkl\u0131d\u0131r...<\/li>\n<\/ul>\n<h2><em><strong>4. Web Sitesi Trafi\u011fi<\/strong><\/em><\/h2>\n<p class=\"isSelectedEnd\"><span>Pazarlama ileti\u015fimi \u00e7al\u0131\u015fmalar\u0131n\u0131n dijital varl\u0131klara trafik ta\u015f\u0131y\u0131p ta\u015f\u0131mad\u0131\u011f\u0131n\u0131 g\u00f6sterir.<\/span><\/p>\n<p class=\"isSelectedEnd\"><span>\u00d6l\u00e7\u00fcmler:<\/span><\/p>\n<ul data-spread=\"false\">\n<li><span>Organik trafik<\/span><\/li>\n<li><span>Direkt trafik<\/span><\/li>\n<li><span>Referral trafik<\/span><\/li>\n<li><span>Kampanya trafi\u011fi vb.<\/span><\/li>\n<\/ul>\n<p class=\"isSelectedEnd\"><span>Burada en basic ara\u00e7: <\/span><span><a href=\"https:\/\/analytics.google.com\" target=\"_blank\" rel=\"noopener\">Google Analytics<\/a> olur.\u00a0<\/span><\/p>\n<h2><em><strong>5. Lead Say\u0131s\u0131<\/strong><\/em><\/h2>\n<p class=\"isSelectedEnd\"><span>B2B d\u00fcnyada en \u00f6nemli KPI'lardan biridir. <\/span><span>\u00d6rnek lead (yine herbirinin yaratt\u0131\u011f\u0131 katk\u0131 indexi farkl\u0131 olmak \u00fczere) kaynaklar\u0131:<\/span><\/p>\n<ul data-spread=\"false\">\n<li><span>Form Doldurma<\/span><\/li>\n<li><span>Demo Talebi<\/span><\/li>\n<li><span>Teklif \u0130steme<\/span><\/li>\n<li><span>Webinar Kat\u0131l\u0131m\u0131<\/span><\/li>\n<li><span>Whitepaper \u0130ndirme vb.<\/span><\/li>\n<\/ul>\n<h2><em><strong>6. MQL ve SQL<\/strong><\/em><\/h2>\n<p class=\"isSelectedEnd\"><span>MQL: <\/span><span>Marketing Qualified Lead<\/span><\/p>\n<p class=\"isSelectedEnd\"><span>SQL: <\/span><span>Sales Qualified Lead<\/span><\/p>\n<p class=\"isSelectedEnd\"><span>Bir\u00e7ok \u015firket lead \u00fcretse de sat\u0131\u015fa d\u00f6n\u00fc\u015femedi\u011fi i\u00e7in ba\u015far\u0131s\u0131z olur. <\/span><span>Bu nedenle yaln\u0131zca lead say\u0131s\u0131 de\u011fil, lead kalitesi de \u00f6l\u00e7\u00fclmelidir.<\/span><span><\/span><\/p>\n<h2><em><strong>7. D\u00f6n\u00fc\u015f\u00fcm Oran\u0131 (Conversion Rate)<\/strong><\/em><\/h2>\n<p class=\"isSelectedEnd\"><span>Trafi\u011fin ne kadar\u0131n\u0131n istenen aksiyona d\u00f6n\u00fc\u015ft\u00fc\u011f\u00fcn\u00fc g\u00f6sterir.<\/span><\/p>\n<p class=\"isSelectedEnd\"><span>Burada en basit form\u00fcl de: <\/span><em><strong>D\u00f6n\u00fc\u015f\u00fcm Say\u0131s\u0131 \/ Ziyaret\u00e7i Say\u0131s\u0131<\/strong><\/em><\/p>\n<h2><strong>8. M\u00fc\u015fteri Edinme Maliyeti (CAC)<\/strong><\/h2>\n<p class=\"isSelectedEnd\">Yani <em><strong>Customer Acquisition Cost<\/strong><\/em><\/p>\n<p class=\"isSelectedEnd\"><span>Form\u00fcl: <\/span><span>Toplam Pazarlama Harcamas\u0131 \/ Kazan\u0131lan M\u00fc\u015fteri Say\u0131s\u0131 <\/span><\/p>\n<p class=\"isSelectedEnd\"><span>Bu KPI \u00f6zellikle CEO ve CFO'lar\u0131n yak\u0131ndan takip etti\u011fi en temel karar s\u00fcreci g\u00f6stergelerinden biridir. (De\u011filse de olmal\u0131d\u0131r.)<\/span><\/p>\n<h2><em><strong>9. Ya\u015fam Boyu M\u00fc\u015fteri De\u011feri (CLV)<\/strong><\/em><\/h2>\n<p class=\"isSelectedEnd\"><span>Yani <em><strong>Customer Lifetime Value<\/strong><\/em><\/span><\/p>\n<p class=\"isSelectedEnd\"><span>Bir m\u00fc\u015fterinin marka ile ili\u015fkisi boyunca yaratt\u0131\u011f\u0131 toplam ekonomik de\u011ferdir. <\/span><\/p>\n<p class=\"isSelectedEnd\"><span>Burada en temel ama\u00e7: <\/span><span>CLV &gt; CAC <\/span><span>olmal\u0131d\u0131r. Yani marka, m\u00fc\u015fteriyi edinmek i\u00e7in harcad\u0131\u011f\u0131 paradan daha fazlas\u0131n\u0131 kazanmal\u0131d\u0131r...\u00a0<\/span><\/p>\n<h2><em><strong>10. Pazarlama ROI<\/strong><\/em><\/h2>\n<p class=\"isSelectedEnd\"><span>En kritik KPI'lardan biridir.<\/span><\/p>\n<p class=\"isSelectedEnd\"><span>Bunun form\u00fcl\u00fc de:<\/span><\/p>\n<p class=\"isSelectedEnd\"><span>(Yat\u0131r\u0131mdan Elde Edilen Kazan\u00e7 \u2013 Yat\u0131r\u0131m Maliyeti) <\/span><span>\/ Yat\u0131r\u0131m Maliyeti) <\/span><span>x 100<\/span><\/p>\n<h1><span><\/span><\/h1>\n<h1><em><strong>KPI'lar Nas\u0131l \u00d6l\u00e7\u00fcl\u00fcr?<\/strong><\/em><\/h1>\n<p class=\"isSelectedEnd\"><span>Ba\u015far\u0131l\u0131 \u015firketler \u00f6l\u00e7\u00fcm\u00fc kampanya sonunda de\u011fil, kampanya boyunca yapar. <\/span><span>Kullan\u0131labilecek baz\u0131 temel ara\u00e7lar:<\/span><\/p>\n<p class=\"isSelectedEnd\"><span><span style=\"font-size: medium;\"><em><strong>Web sitesi performans\u0131:<\/strong> <\/em><\/span>Google Analytics<\/span><\/p>\n<p class=\"isSelectedEnd\"><span><span style=\"font-size: large;\"><em><strong><span style=\"font-size: medium;\">SEO performans\u0131:<\/span>\u00a0<\/strong><\/em><\/span> Search Console<\/span><\/p>\n<p class=\"isSelectedEnd\"><span><span style=\"font-size: medium;\"><em><strong>CRM Sistemleri:<\/strong><\/em><\/span>\u00a0<\/span><span>HubSpot, <\/span><span>Salesforce, <\/span><span>Zoho CRM<\/span><\/p>\n<p class=\"isSelectedEnd\"><span style=\"font-size: medium;\"><em><strong>Reklam Platformlar\u0131:<\/strong><\/em>\u00a0<\/span><span>Google Ads, <\/span><span>LinkedIn Ads, <\/span><span>Meta Ads<\/span><\/p>\n<p class=\"isSelectedEnd\"><span style=\"font-size: medium;\"><em><strong>BI Ara\u00e7lar\u0131: <\/strong><\/em><\/span><span>Power BI, <\/span><span>Tableau, <\/span><span>Looker Studio<\/span><\/p>\n<p class=\"isSelectedEnd\"><span>T\u00fcm KPI'lar\u0131n tek bir dashboard \u00fczerinden izlenmesi, elbette b\u00fcy\u00fck avantaj sa\u011flar.<\/span><span><\/span><\/p>\n<p class=\"isSelectedEnd\"><span><\/span><\/p>\n<h1><em><strong>Pazarlama \u0130leti\u015fimi \u00c7al\u0131\u015fmalar\u0131 Nas\u0131l Sat\u0131\u015fa D\u00f6n\u00fc\u015ft\u00fcr\u00fcl\u00fcr?<\/strong><\/em><\/h1>\n<p class=\"isSelectedEnd\"><span>Pazarlama ekiplerinin en s\u0131k duydu\u011fu soru \u015fudur: <\/span><em><strong>\"Tamam ama bunun sat\u0131\u015fa etkisi ne oldu?\"<\/strong><\/em><\/p>\n<p class=\"isSelectedEnd\"><span>Asl\u0131nda sorun \u00e7o\u011fu zaman ileti\u015fim \u00e7al\u0131\u015fmalar\u0131nda de\u011fil, d\u00f6n\u00fc\u015f\u00fcm sisteminde ya\u015fan\u0131r. <\/span><span>Sat\u0131\u015fa d\u00f6n\u00fc\u015f\u00fcm i\u00e7in yap\u0131 a\u015fa\u011f\u0131daki bak\u0131\u015fla ve bile\u015fenlerle kurulmal\u0131d\u0131r.<\/span><\/p>\n<h2><span style=\"font-size: x-large;\"><em><strong>1. Sat\u0131\u015f ve Pazarlama Ayn\u0131 Hedefe \u00c7al\u0131\u015fmal\u0131<\/strong><\/em><\/span><\/h2>\n<p class=\"isSelectedEnd\"><span><a href=\"https:\/\/www.hubspot.com\" target=\"_blank\" rel=\"noopener\">Ara\u015ft\u0131rmalar<\/a> sat\u0131\u015f ve pazarlama ekiplerinin uyumlu \u00e7al\u0131\u015ft\u0131\u011f\u0131 \u015firketlerde gelir b\u00fcy\u00fcmesinin daha y\u00fcksek oldu\u011funu g\u00f6stermektedir.<\/span><\/p>\n<h2><span style=\"font-size: x-large;\"><em><strong>2. CRM Kullan\u0131lmal\u0131<\/strong><\/em><\/span><\/h2>\n<p class=\"isSelectedEnd\"><span>Lead'lerin kaybolmamas\u0131 gerekir. <\/span><span>Her potansiyel m\u00fc\u015fteri kay\u0131t alt\u0131na al\u0131nmal\u0131d\u0131r.<\/span><\/p>\n<h2><span style=\"font-size: x-large;\"><em><strong>3. Attribution Modeli Kurulmal\u0131<\/strong><\/em><\/span><\/h2>\n<p class=\"isSelectedEnd\"><span>M\u00fc\u015fteri \u00e7o\u011fu zaman tek bir reklamla sat\u0131n alma yapmaz; <\/span><span>Ara\u015ft\u0131r\u0131r, k<\/span><span>ar\u015f\u0131la\u015ft\u0131r\u0131r, i<\/span><span>\u00e7erik t\u00fcketir, t<\/span><span>eklif ister... <\/span><span>Bu nedenle \u00e7oklu temas noktalar\u0131n\u0131n katk\u0131s\u0131 \u00f6l\u00e7\u00fclmelidir.<\/span><\/p>\n<h2><span style=\"font-size: x-large;\"><em><strong>4. \u0130\u00e7erik ve Sat\u0131\u015f S\u00fcreci Birlikte Kurgulanmal\u0131<\/strong><\/em><\/span><\/h2>\n<p class=\"isSelectedEnd\"><span>\u0130yi bir i\u00e7erik stratejisi; <\/span><span>Fark\u0131ndal\u0131k, d<\/span><span>e\u011ferlendirme ve k<\/span><span>arar <\/span>a\u015famalar\u0131n\u0131n tamam\u0131n\u0131 desteklemelidir.<span><\/span><\/p>\n<h1><em><strong>Ortada KPI Falan Yoksa Neler Ya\u015fan\u0131r?<\/strong><\/em><\/h1>\n<p class=\"isSelectedEnd\"><span>\u015eirketlerin \u00f6nemli bir k\u0131sm\u0131 h\u00e2l\u00e2 \u00f6l\u00e7\u00fcms\u00fcz pazarlama yaparlar. Oysa b<\/span><span>unun sonu\u00e7lar\u0131 olduk\u00e7a a\u011f\u0131r olabilir;<\/span><\/p>\n<h2><span style=\"font-size: large;\"><em><strong>B\u00fct\u00e7e \u0130sraf\u0131...<\/strong><\/em><\/span><\/h2>\n<p class=\"isSelectedEnd\"><span>Hangi kanal\u0131n \u00e7al\u0131\u015ft\u0131\u011f\u0131 bilinmez. <\/span><span>Ba\u015far\u0131s\u0131z faaliyetlere yat\u0131r\u0131m yap\u0131lmaya devam edilir.<\/span><\/p>\n<h2><span style=\"font-size: large;\"><em><strong>Y\u00f6netim G\u00fcven Kaybeder...<\/strong><\/em><\/span><\/h2>\n<p class=\"isSelectedEnd\"><span>CEO ve CFO pazarlama departman\u0131n\u0131n katk\u0131s\u0131n\u0131 g\u00f6remez. <\/span><span>Sonu\u00e7 olarak: <\/span><span>Pazarlama b\u00fct\u00e7eleri k\u00fc\u00e7\u00fcl\u00fcr.<\/span><\/p>\n<h2><span style=\"font-size: large;\"><em><strong>Ajanslar Haks\u0131z \u015eekilde Su\u00e7lan\u0131r...<\/strong><\/em><\/span><\/h2>\n<p class=\"isSelectedEnd\"><span>Net KPI'lar olmad\u0131\u011f\u0131 i\u00e7in performans subjektif de\u011ferlendirilir. <\/span><span>Bu da m\u00fc\u015fteri-ajans ili\u015fkilerini zedeler.<\/span><\/p>\n<h2><span style=\"font-size: large;\"><em><strong>Yanl\u0131\u015f Kararlar Verilir...<\/strong><\/em><\/span><\/h2>\n<p class=\"isSelectedEnd\"><span>Veri yerine sezgilerle hareket edilir. <\/span><span>Bu durum b\u00fcy\u00fcme f\u0131rsatlar\u0131n\u0131n ka\u00e7\u0131r\u0131lmas\u0131na neden olur.<\/span><\/p>\n<h2><span style=\"font-size: large;\"><em><strong>Sat\u0131\u015f ve Pazarlama Aras\u0131nda \u00c7at\u0131\u015fma Olu\u015fur<\/strong><\/em><\/span><\/h2>\n<p class=\"isSelectedEnd\"><span>Pazarlama: <\/span><span>\"Lead \u00fcrettik.\" derken <\/span><span>Sat\u0131\u015f: <\/span><span>\"Kalitesiz lead.\" <\/span><span>der. <\/span><span>Bu tart\u0131\u015fman\u0131n temel nedeni \u00e7o\u011fu zaman KPI eksikli\u011fidir.<\/span><span><\/span><\/p>\n<p class=\"isSelectedEnd\"><span><\/span><\/p>\n<h1><em><strong>D\u00fcnya \u00c7ap\u0131nda Vaka \u00c7al\u0131\u015fmalar\u0131 Ne S\u00f6yl\u00fcyor?<\/strong><\/em><\/h1>\n<p class=\"isSelectedEnd\"><span>- <em><strong><a href=\"https:\/\/www.mckinsey.com\" target=\"_blank\" rel=\"noopener\">Google ve McKinsey Ara\u015ft\u0131rmas\u0131:<\/a> <\/strong><\/em>Veri odakl\u0131 pazarlama yakla\u015f\u0131m\u0131n\u0131 benimseyen \u015firketlerin gelir b\u00fcy\u00fcme performanslar\u0131n\u0131n rakiplerinden anlaml\u0131 \u00f6l\u00e7\u00fcde daha y\u00fcksek oldu\u011fu g\u00f6r\u00fclmektedir.<\/span><\/p>\n<p class=\"isSelectedEnd\"><span>- <em><strong><a href=\"https:\/\/cmosurvey.org\" target=\"_blank\" rel=\"noopener\">Deloitte CMO Survey:<\/a><\/strong><\/em> Pazarlama liderlerinin en b\u00fcy\u00fck \u00f6nceliklerinden biri art\u0131k marka g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc de\u011fil, pazarlama faaliyetlerinin gelir etkisini g\u00f6sterebilmektir.<\/span><\/p>\n<p class=\"isSelectedEnd\"><span>- <em><strong><a href=\"https:\/\/www.gartner.com\" target=\"_blank\" rel=\"noopener\">Gartner CMO Spend Survey<\/a><\/strong><\/em>: CMO'lar\u0131n en b\u00fcy\u00fck bask\u0131y\u0131 ROI ve \u00f6l\u00e7\u00fclebilir performans konusunda ya\u015fad\u0131\u011f\u0131 ortaya \u00e7\u0131kmaktad\u0131r.<\/span><span><\/span><\/p>\n<p class=\"isSelectedEnd\"><span><\/span><\/p>\n<h1><em><strong>Pazarlama Bir Gider Merkezi De\u011fil, B\u00fcy\u00fcme Motorudur!<\/strong><\/em><\/h1>\n<p class=\"isSelectedEnd\"><span>G\u00fcn\u00fcm\u00fcz i\u015f d\u00fcnyas\u0131nda pazarlama ileti\u015fimi yaln\u0131zca yarat\u0131c\u0131 fikirlerden ibaret de\u011fildir. <\/span><span>Art\u0131k \u015firketler; <\/span><span>\u00d6l\u00e7\u00fclebilir sonu\u00e7lar, h<\/span><span>esap verebilir s\u00fcre\u00e7ler, v<\/span><span>eriye dayal\u0131 kararlar, g<\/span><span>elire katk\u0131 sa\u011flayan \u00e7al\u0131\u015fmalar <\/span><span>beklemektedir. <\/span><em><strong>Do\u011fru KPI'larla y\u00f6netilen pazarlama faaliyetleri; Daha y\u00fcksek sat\u0131\u015f, daha g\u00fc\u00e7l\u00fc marka de\u011feri, daha verimli b\u00fct\u00e7e kullan\u0131m\u0131, daha kaliteli m\u00fc\u015fteri kazan\u0131m\u0131 sa\u011flar. <\/strong><\/em><em><strong>Yanl\u0131\u015f KPI'lar ise kurumlar\u0131 g\u00f6r\u00fcn\u00fcrde ba\u015far\u0131l\u0131, ger\u00e7ekte ise etkisiz kampanyalara s\u00fcr\u00fckler.<\/strong><\/em><\/p>\n<p class=\"isSelectedEnd\"><em><strong>Bu nedenle pazarlama ileti\u015fiminde ba\u015far\u0131n\u0131n belki de ilk \u015fart\u0131 yarat\u0131c\u0131 olmak de\u011fil, do\u011fru \u015feyleri \u00f6l\u00e7mek ve neyi neden \u00f6l\u00e7t\u00fc\u011f\u00fcn\u00fc bilmektir. <\/strong><\/em><span>\u00c7\u00fcnk\u00fc sonunda y\u00f6netim kurulunun soraca\u011f\u0131 soru de\u011fi\u015fmez: <\/span><em><strong>\"Bu \u00e7al\u0131\u015fma \u015firketin b\u00fcy\u00fcmesine ne kadar katk\u0131 sa\u011flad\u0131?\"<\/strong><\/em><\/p>\n<p class=\"isSelectedEnd\"><em><strong><\/strong><\/em><\/p>\n<h2><b><i>birka\u00e7 video...<\/i><\/b><\/h2>\n<h2><span style=\"font-size: 14px;\">A\u015fa\u011f\u0131da; Pazarlama ve pazarlama ileti\u015fimi \u00e7al\u0131\u015fmalar\u0131nda KPI'lerinin belirlenmesi ve \u00f6l\u00e7\u00fcmlenmesi konular\u0131yla alakal\u0131 birka\u00e7 video payla\u015f\u0131yorum;<\/span><\/h2>\n<\/div><\/div>\n\n<div class=\"et_pb_video_0 et_pb_video et_pb_module et_flex_module\"><div class=\"et_pb_video_box\"><iframe loading=\"lazy\" title=\"Nine marketing effectiveness lessons\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/RZnfeqmgsNA?feature=oembed\"  allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div><\/div>\n\n<div class=\"et_pb_video_1 et_pb_video et_pb_module et_flex_module\"><div class=\"et_pb_video_box\"><iframe loading=\"lazy\" title=\"The New Rules of Marketing Measurement: Lessons from Avinash Kaushik\" width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/EyS-r6b4tQk?feature=oembed\"  allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div><\/div>\n<\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Pazarlama ve pazarlama ileti\u015fimi d\u00fcnyas\u0131nda en yayg\u0131n sorunlardan biri \u015fu: \u015eirketler kampanya yap\u0131yor, reklam veriyor, i\u00e7erik \u00fcretiyor, etkinlik d\u00fczenliyor, PR \u00e7al\u0131\u015fmalar\u0131 y\u00fcr\u00fct\u00fcyor&#8230; Ancak t\u00fcm bu faaliyetlerin i\u015f sonu\u00e7lar\u0131na ne kadar katk\u0131 sa\u011flad\u0131\u011f\u0131n\u0131 net olarak ortaya koyam\u0131yor. Bu durum yeni de de\u011fil&#8230;<\/p>\n","protected":false},"author":1,"featured_media":593,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[182,179,186,177,159,178,161,164],"tags":[195,198,197,190,194,127,133,191,12,132,189,192,193,196],"class_list":["post-569","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kampanya-yonetimi","category-marka-yonetimi","category-online-iletisim","category-pazarlama","category-pazarlama-iletisimi","category-reklam-ajanslari","category-strateji","category-teknoloji","tag-brand-awareness-kpi","tag-kampanya-performans-olcumu","tag-kpi-belirleme","tag-kpi-nedir","tag-lead-generation-kpi","tag-marketing-communication","tag-marketing-communications","tag-marketing-kpi","tag-pazarlama-iletisimi","tag-pazarlama-iletisimi-stratejisi","tag-pazarlama-kpi","tag-pazarlama-performansi-olcumu","tag-pazarlama-roi","tag-satis-odakli-pazarlama"],"_links":{"self":[{"href":"https:\/\/www.onurgurdogan.com\/index.php\/wp-json\/wp\/v2\/posts\/569","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.onurgurdogan.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.onurgurdogan.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.onurgurdogan.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.onurgurdogan.com\/index.php\/wp-json\/wp\/v2\/comments?post=569"}],"version-history":[{"count":8,"href":"https:\/\/www.onurgurdogan.com\/index.php\/wp-json\/wp\/v2\/posts\/569\/revisions"}],"predecessor-version":[{"id":579,"href":"https:\/\/www.onurgurdogan.com\/index.php\/wp-json\/wp\/v2\/posts\/569\/revisions\/579"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.onurgurdogan.com\/index.php\/wp-json\/wp\/v2\/media\/593"}],"wp:attachment":[{"href":"https:\/\/www.onurgurdogan.com\/index.php\/wp-json\/wp\/v2\/media?parent=569"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.onurgurdogan.com\/index.php\/wp-json\/wp\/v2\/categories?post=569"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.onurgurdogan.com\/index.php\/wp-json\/wp\/v2\/tags?post=569"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}