Metrics are performance indicators for the markets. The rules in choosing the right metrics are:
1. Easy to use and understand
2. Easily replicated
3. Metrics should provide useful, actionable information that impacts the business.
With the availability of a wide variety of advanced analytics, it is easy to get sidetracked. Pressure to measure to many things makes it difficult o determine where to focus. Background data on customer is a useful metric. Effectiveness of targeting is related to marketers identifying customer personas. The right metrics such as calculating the potential lifetime values of various customers can help differentiate who is most likely to be profitable over the long term.
To know more: https://hbr.org/2015/07/identify-the-marketing-metrics-that-actually-matter