David W. Stewart, PhD

Marketing has a long history of paying attention to measurement and the creation of metrics, especially when it comes to claiming success, but little has been done to standardize the way that marketing defines success. The problem is that most of the metrics used to assess the outcomes of marketing activities are tactical and not directly relevant to the overall financial performance of the firm. Furthermore, while the financial results of many firms depend on marketing, the link between traditional marketing metrics and the financial performance of the firm is seldom explicit.

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