New Audience Metrics at the Service of Inbound Marketing

This article addresses the usefulness of audience metrics and the tools for developing communicative practices of Inbound Marketing in the digital environment. The objectives of this article are to identify what new indicators audience metrics are using, determine the data they provide for inbound marketing practices, assess how data allows contents to be tested and plan them. For this purpose, the central measurement tools were identified and the services they offer as well as the metrics that allow user behavior and emotions regarding messages to be detected, enabling content testing and planning accordingly to attract and retain audience attention and foster loyalty. The conclusions reveal how new metrics are reshaping the way in which contents are produced and distributed, making them indispensable tools for identifying the capacity to attract, retain, satisfy and create loyal users. Data analysis has become a tool in which practical aspects intersect with emotional ones, allowing the experience and the emotion beyond habit to be quantified, as well as enabling contents to be planned, adapting them to users' requirements.