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, outlined that perspective in an interview with the Marketing Science Institute and suggested there are now over 130 performance indicators for brands to pick from.

Why it matters

Measuring return on investment is a fundamental part of the marketing playbook, and brands need accurate and meaningful metrics in order to achieve...