March 2025
248 pages
7h 10m
Japanese
Content preview from EC起点の事業変革 博報堂式 ECから始める、これからのマーケティング
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6.1
ECビジネスにおける
「KGI」と「KPI」
KGI
と
KPI
の定義
「
KGI
・
KPI
はどうやって 設 計 す る？
」
という問いについて考える前に、 言
葉の定義を整理しておきまし
ょう。
マーケテ
ィング 業 界 では当たり前 のように
「
KGI
」「
KPI
」
という言葉が使
われています。しかし、頻繁に使われているがゆえに、気が付くと定義が曖
昧になり、担当者間に齟齬が生じていることがあります。
まずは、言葉の定義と基本的な考え方を整理しておきまし
ょう。
KGI
（
Key Goal Indicator
）
KGI
（
Key Goal Indicator
）
は、事業の最終的な目標達成度を測るた
めの指標です。企業が設定する長期的なゴールに対して、その進捗を評価
するために利用され、企業の成長戦略や事業の成功を示す最重要な目標
を明確にします。売上や利益、顧客満足度などが
KGI
になることもあります
が 、多くの 場 合
「営業利益」が
KGI
に設定されます。
ビジネスを立ち上げた以上、接点を持った顧客のために商品やサービスを
改善し続ける必要があります。その源泉となるのは、営業利益です。顧客に
何かしらを提供するうえで、営業利益を継続的に生み出し続けることが至上
命題になるため、多くのビジネスでは
「
営業利益
」
を
KGI
に設定します。
KPI
（
Key Performance Indicator
）
それに対し
KPI
（
Key Performance Indicator
）
は、事業成功の鍵を
表した数 値目標 のことです 。
KGI
が
「
結果
」
の
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.