ABSTRACT
Metrics are measurements depicting performance levels of important variables in an organization. Sales Revenue, for example, is a metric. Metrics are useful to monitor situations and diagnose problems. We also quite often come across the term key performance indicator (KPI). There is a thin line of difference between Metric and KPI. KPI measures some critical success factors (CSF) of an organization. A metric can become a KPI if it measures some CSF that contributes to the achievement of company objectives. This chapter discusses various Marketing Metrics that are widely used and are useful in monitoring business performance and taking corrective actions. The metrics are defined, and the mode of calculating them is explained and also illustrated wherever required, which makes an interesting read. A right understanding of what the different Marketing Metrics convey will help business managers to have a good understanding of the marketing domain, which is a core area that sustains any business. In a competitive environment, it is the right marketing strategy that comes to the rescue of many organizations in overcoming the competition and 86improving performance. Marketing Metrics are valuable tools that help achieve this.
