This chapter is from the book Marketing Metrics: The
Definitive Guide to Measuring Marketing Performance, 2nd
Edition. In recent years, data-based marketing has swept
through the business world. In its wake, measurable
performance and accountability have become the keys to
marketing success. However, few managers appreciate the
range of metrics by which they can evaluate marketing
strategies and dynamics. Fewer still understand the
pros, cons, and nuances of each. In this environment, we
have come to recognize that marketers, general managers,
and business students need a comprehensive, practical
reference on the metrics used to judge marketing
programs and quantify their results. In this book, we
seek to provide that reference.
