In the complex marketing world, metrics that give a quick view of the health of different aspects of brand performance are an important part of a marketer’s armoury. These key performance indicators (KPIs) can range from business metrics through to market research and digital-based behavioural responses. Often, the problem is that there are too many KPIs to choose from and there is a need to identify a manageable and relevant set of metrics across the business.
There is, however, something business leaders can do about this. Analysing historical data of candidate KPIs against business performance and using an approach called...