Marketing Metric

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Definition

A marketing metric is a measuring system that quantifies a trend, dynamic, or characteristic. Often, a metric is obtained by taking two or more measurements to create a value. In virtually all disciplines, practitioners use metrics to explain phenomena, diagnose causes, share findings, and project the results of future events.[1] MASB has identified ten characteristics of an “ideal metric” according the Marketing Metric Audit Protocol (MMAP).

References

  1. ^ Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; and David J. Reibstein (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (Second Edition). Upper Saddle River, New Jersey: Pearson Education, Inc. <http://www.amazon.com/Marketing-Metrics-Definitive-Measuring-Performance/dp/0137058292>


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