1. Introduction

In the conference IDC Predictions 2017, which took place on 31 January 2017, the Research & Operations director of IDC, Marta Muñoz, highlighted that in 2019 40% of organizations will create new services and business lines to monetize data and that in 2020 45% of infrastructures and software business structures will be in the cloud. In addition, more than 50% of corporations will have development projects for mobility, thus obtaining competitive advantages. In this context, data is necessary at all times and places so that companies can interpret it and convert it into information.

The management is carried out through yield indicators linked to objectives (KPIs), which revolve around concepts such as the return on investment, whose calculations depend on metrics that facilitate information about interactions, engage-ment, conversions, loyalty, and feelings. These are all variables that have acquired a particular relevance in previous knowl-edge and a posteriori of the public’s behavior while making the production of contents possible according to what is re-quired by communicative practices such as inbound marketing (Halligan and Shah, 2009). Inbound Marketing has gained prominence in the digital environment and for those “that intend to reach the consumer on the networks in a non-intrusive way, discarding actions that bother the user and provoke an undesired intrusion into their activity” (Castelló-Martínez, 2013: 1).

Inbound marketing is made up of three elements: 1.) contents of interest, 2.) marketing strategies to attract traffic to the pages and 3.) the capacity to educate the user so that they are receptive to the offer. Therefore, to understand the im-portance of audience metrics and measurement tools arising in the digital environment for the development of inbound marketing strategies, we must consider that audience metrics are not only orientated towards gaining end users. It is also important to look after prescribers and keep them satisfied (Aguado-Guadalupe, 2015). Its aim is not only to attract clients but also to convert them and foster loyalty. For that purpose, it is based on three pillars: personalization, content, and distribution. Therefore, the creation of contents is not only relevant but also should be distributed appropriately, without being intrusive for the end user.

To develop inbound marketing strategies both an in-depth knowledge of the public and a combination of different mar-keting techniques that generate trust are required. Thus, it is necessary to combine content marketing techniques, using content to attract users’ participation and attention (Sanagustín, 2013). Permission marketing involves the clients’ express