How to set marketing metrics effectively

This article provides marketers with guidance on how to select the right metric to measure the effectiveness of marketing campaigns.

How to set marketing metrics effectively

Neil Bendle

Jump to:Definitions | Where to start | Essentials | Checklist | Case studies | Further reading

Measurement is critical to understanding marketing effectiveness but a plethora of metrics makes finding the right metric for any particular situation challenging. This paper proposes a simple approach to metric selection. It introduces the WAITA model (see Essentials section for further details) as a way of helping marketers make effective metric measurement decisions. It suggests marketers ask five questions to help decide if a metric...

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