To properly evaluate a marketing strategy and the way it performs, it is essential to measure market activity using marketing metrics. Marketing metrics are discussed throughout this unit, many metrics can be found in your textbook. They form an important aspect of marketing reporting; increasingly, the Australian Marketing Institute (A.M.I.) is helping member companies use these metrics. Metrics also form the bases of academic research (see Google Scholar and your textbook for examples), with these research articles reporting results on the use of these metrics. Sadly, despite their importance, marketing metrics are not universally used by marketing organisations.