There are now over 130 marketing metrics – but brands may need fewer than ten

Genevieve Silk

Measuring return on investment is a fundamental part of any new or ongoing initiative and brands need accurate and effective metrics in order to do this.

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...

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