Mention "metrics" to some (even experienced) marketers and the response will be cool at best. There are a lot of reasons that marketers shy away from metrics, here are three: They only run metrics when asked (quarterly or even yearly). In fact, management generally only asks for metrics when they sense that things are not going well. If that's the case, then the marketer should be scared. By the time the metrics are run it will almost certainly be too late to do anything