Key Performance Indicators (KPIs)
Original book (April 2020) · p. 20
Metrics to determine success in achieving critical marketing or business objectives.
Typically, when the metrics do not show the success a marketer is looking for, marketers will either:
1) Pick a different KPI to measure,
Or,
2) Blame the most convenient party outside the organization, such as an agency or publisher.
Figuring out how to improve the results for that KPI is a strategy many prefer not to consider.