A company should use appropriate metrics because it plays an essential role in measuring effectiveness of marketing campaign, which in turn is associated with the marketing success. Selection of an adequate metrics helps in getting useful perspective on campaign to consider and analyze if it is effectual enough to meet the goals of company. Marketing metrics, however, play a significant role, and facilitates brand managers, marketing directors, and specialists of public relations with a framework that help them to evaluate marketing performance, and also assist them in formulating marketing plans as well as marketing strategies (Farris, Bendle, Pfeifer & Reibstein, ...
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