Marketing metrics are numeric data that allow marketers to evaluate their performance against

organizational goals.

What are 'Metrics?'

Metrics are parameters or measures of quantitative assessment used for measurement,
comparison or to track performance or production. Analysts use metrics to compare the
performance of different companies, despite the many variations between firms.

 Marketing metrics have different elements of measurement, including net sales billed,
number of product or design registrations, and brand surveys to measure brand awareness.
By monitoring and analyzing marketing performance metrics, brands can increase
their competitive intelligence, assess their market strengths and weaknesses, and make calculated
budgetary decisions across the marketing mix.
Return on marketing investment (ROMI),marketing return on investment (ROI) and returnon-marketing-objective (ROMO) are examples of marketing performance metrics used by major
brands to prioritize and allocate marketing investments.

Marketing Performance Metrics

As companies seek to run leaner and more efficient businesses, more marketing professionals are
tasked to demonstrate how marketing generates revenue and contributes to companies' business
goals. Marketing metrics provide frameworks that public relations specialists, brand managers
and marketing directors can use to evaluate marketing performance, as well as back their
marketing plans and strategies.

The numeric data allow marketers to not only justify their efforts, but also highlight the direct
relationship between marketing and larger organizational goals. Marketing metrics have different
elements of measurement, including net sales billed, number of product or design registrations,
and brand surveys to measure brand awareness. By collecting and analyzing marketing metrics,
brands can build their marketing performance in the following ways:
Increasing competitive intelligence and anticipating competitor reactions to
new marketing strategies
More accurately assessing company marketing assets such as brand equity and its level of
effectiveness among target audiences
Building a knowledge base of current and historic data that help drive marketing mix
decisions and steer the company through rapidly changing market conditions
Entities such as the Marketing Accountability Standards Board have developed
formal processes for connecting marketing activities to the financial performance of
organizations. Moreover, industry experts have developed various metrics notably, return on
marketing investment (ROMI) to help marketers measure the performance of activities across
the marketing mix. The purpose of metrics such as ROMI is to measure the degree to which
marketing spending contributes to profits.