What does Vandelay do?

Vandelay is a digital marketing agency in Barcelona specialising in web design, SEO, Google Ads, social media advertising, community manager and artificial intelligence services. We help companies stand out online, attract customers and increase sales through personalised strategies that combine data, creativity and automation.

What kind of companies do you work with?

We work with companies of all sizes: from small local businesses to medium-sized companies looking to grow online. Our services are tailored to every type of business: ecommerce, local businesses, clinics, lawyers, trainers, personal brands and all types of services that need a digital presence.

Do you work only in Barcelona or also remotely?

Although our office is in Barcelona, we work with clients from all over Spain and other countries. We manage projects remotely with total efficiency, maintaining fluid communication and online meetings when necessary. If you are in Barcelona, we can also meet in person.

How is the process of starting to work with Vandelay?

The process is simple: (1) You request a free 15-minute call where we analyse your current situation, (2) We present you with a personalised strategy with clear objectives and concrete actions, (3) We start implementing the improvements with continuous monitoring and regular reports.

What kind of results are you looking for for your clients?

Our focus is always on generating real and measurable results: more qualified traffic, more leads, more sales and better ROI. We do not work with vanity metrics. Every action we take is geared towards positively impacting the client's business.

How long does it take to see results?

It depends on the service. In digital advertising (Google Ads, Social Ads) results start to be seen in the first weeks. In SEO, results usually take between 3 and 6 months, but are more sustainable in the long term. In web design, the impact is immediate once the new version is launched.

Today we talk about KPI's

Do you know what are the biggest mistakes companies make when working with ' ?

When you read or hear about a KPI, you most likely assume it is a well-known topic and think you have everything under control, however, this familiarity can lead you to make some mistakes. Here are the biggest mistakes we've seen companies make time and time again when implementing their KPIs:

1. Measure everything that "moves and walks":

If KPIs are misaligned or do not point to key or strategic business objectives, then you need to understand that you should not measure everything that is measurable and easy to measure. Just because you have more metrics does not mean you will meet your key goals and objectives.

2. Use Vanity Metrics as KPIs:

Vanity metrics are great for getting attention and impressing others, but they are not going to help you pay your bills, pay your suppliers or generate profits.

A vanity metric is not bad, what is bad is not validating its impact or contribution to achieving key business objectives, e.g. page views is a vanity metric if you analyse it in isolation, but when you cross it with leads generated or sales as a whole, it becomes a conversion rate KPI.

3. Use KPIs as targets:

KPIs are not targets, KPIs are a way of verifying that you are achieving your key business objectives, so when you turn KPIs into targets, they stop working properly and what happens is that our creativity in manipulating metrics AND we look for ways to make them work in our favour, especially when there are financial incentives and bonuses associated with these KPIs.

4. Many outcome KPIs or lagging KPIs, few driver KPIs

Obviously, you must have some performance KPIs to measure the success of the business, but the thing about these is that once you get them you can't fix them, they are history. By contrast, driver KPIs are influential and actionable, allowing you to correct deviations in time to achieve your objectives.

5. Failure to analyse and monitor KPIs

KPIs exist to analyse and extract insights and key information for action and decision making, which should be part of the daily dynamics and language of the business.

Have you ever made any of these mistakes and do you think we are missing something?