Which statement regarding marketing metrics is true?

A) Metrics are used at the beginning of the planning process.
B) They are only reliable for comparing results among SBUs.
C) They cannot be used to project the future.
D) They quantify a trend, dynamic, or characteristic.
E) They make it difficult for a firm to appropriately adjust to its marketing plan.

Marketing Metrics

Quantitative measures used to evaluate, compare, and optimize marketing strategies and performances.

Quantify a Trend

The process of using statistical methods to measure and express the direction and magnitude of changes over time in data.

Planning Process

Involves setting objectives and determining the most effective course of action to achieve those objectives within a business or project.