What process or method do you use to define KPIs?

"I am very comfortable analyzing and presenting data, and I understand its role and importance in online marketing. In my current position, my team and I work together to pull data from the various campaigns we have running so we can analyze it and determine how well our campaigns are performing. We choose which KPIs to focus on depending upon what the goals are for the campaign, whether it be traffic, conversions, engagement, clickthrough rates, or something else. I always pay attention to the overall ROI. Then, we meet on a weekly basis to look over the data and the trends that we see, and once a month I put together an official report that I present to upper management. I enjoy using the data to back-up the success of our campaigns and to show that to others."