The best marketers set themselves up for success by identifying clear metrics they
want to effect before launching a campaign. Yet how do you define the right metrics?
Many marketers focus first on high-level campaign objectives such as creating brand
awareness, generating leads or driving in-store sales. But when it comes to evaluating the
success of their campaigns, they resort to measuring lower-tier, proxy key performance
indicators (KPIs).
More about : http://philemonday.eu/pdf/measure-what-matters-most_articles.pdf