1.29 Metrics: What They Are & Why They Matter

In marketing analytics, we can think of metrics as quantifiable measurements of business performance.  

Because of digitization, it is easier now than ever before to collect, store, and monitor metrics.  Transactions are automatically captured and stored electronically, whereas they were more likely to be cash-based in the past.  Customers’ online actions, such as their decision to click (or not click) on a marketing email, or a particular link on a website, are constantly monitored and tracked.