Marketing Metrics

At the beginning of The Balanced Scorecard, a book on the new generation of performance metrics, authors-Dr. Robert Kaplan and Dr. David Norton present an analogy to drive home their case. They ask you to imagine entering an airline jet cockpit, and in front of the pilot, you see just one gauge.
You ask the pilot, "What's that gauge measure?"
"Altitude", you're told.
"What about the other gauges?"
"We won't be using them this flight. I'm just focusing on altitude."
"How about air speed?"
"No, that's the gauge I was using last flight. I wanted to try something different this one."
"Compass?"
"Not this time"
"Fuel gauge?"
"Nope!"
The idea is, of course, that you need a balanced set of measures to accurately monitor business performance.

If You Don't Measure It, You Can't Manage It
Every business operates and has always operated in an ever changing and dynamic environment. And for successful entrepreneurs change has always meant opportunity. History......

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Title: Marketing Metrics
Approximate Word Count: 3502
Approximate Pages: 15 (250 words per double-spaced page)

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