A marketing metric is a measuring system that quantifies a trend, dynamic, or characteristic. Often a metric is obtained by taking two or more measurements to create a value. In virtually all disciplines, practitioners use metrics to explain phenomena, diagnose causes, share findings, and project the results of future events. MASB has identified ten characteristics of an “ideal metric” according the Marketing Metric Audit Protocol (MMAP). Here you will find a collection of marketing news articles and research insights regarding marketing metrics.