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is a measuring system that quantifies a trend, dynamic, or characteristic. Often, a metric is obtained by taking two or more
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.
of an “ideal metric” according the
Marketing Metric Audit Protocol (MMAP)
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. <
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