Running a business is a journey. Just like a real trip, it has a starting point and an end goal. When you set out on a journey, you launch a navigator to determine your current coordinates, keep track of landmarks, and predict when the next stop will be. When you start a business, you set up an analytics system, allowing you to do the same. Analytics determines the company's position in the market, identifies intermediate benchmarks for your success, and helps you predict when you will be able to achieve your goals.

Your position or coordinates are your business's key metric. These are quantitative indicators that reflect a business's effectiveness in a particular area. They have threshold levels corresponding to success, failure, or stability, allowing you to link certain management decisions to them. Marketing key performance indicators are particularly important benchmarks in a business journey.

According to Google and MIT, 89% of marketers at top companies use strategic success metrics to measure the effectiveness of their marketing campaigns and make decisions: