The number of important marketing metrics has almost tripled in the last 15 years, but brands may only need to focus on between five and ten to get a broad view of success.
David Reibstein – co-author of Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, first published in 2006 with the subtitle “50+ metrics every executive should master” and with a fourth edition, released in late 2020, that outlines over 130 performance indicators – discussed this subject in an interview with the Marketing Science Institute.
Why it matters
Measuring return on investment is...