Marketing metric audit protocol

MMAP metric profiles is a catalogue of marketing metrics that provides detailed documentation regarding the psychometric properties of the measures and specific information with respect to reliability, validity, range of use, sensitivity . . . particularly in terms of validity and sensitivity with respect to financial criteria. Most commercial providers offer little detail about their measures. Most of the publicly available information focuses on integrated suites of products and services with little technical information or reference to characteristics of specific measures that would allow profiling according to MMAP. The metrics catalogue is provided on the MASB website as metric providers undergo the audit and their offerings are profiled according to MMAP. ==Characteristics ==

MASB has identified ten characteristics of an "ideal metric": • Relevant . . . addresses specific (pending) action • Predictive . . . accurately predicts outcome of (pending) action • Objective . . . not subject to personal interpretation • Calibrated . . . means the same across conditions & cultures • Reliable . . . dependable & stable over time • Sensitive . . . identifies meaningful differences in outcomes • Simple . . . uncomplicated meaning & implications clear • Causal . . . course of action leads to improvement • Transparent . . . subject to independent audit • Quality Assured . . . formal/on-going processes to assure 1–9 == References ==