Definition
A calibrated metric is one that is scaled (or scored) to be meaningful across a specified context such as a set of conditions, products, markets, or cultures. [1]
Some metrics – like foot traffic – do not need further calibration. Others require a calibration exercise to standardize their meaning across conditions.
Examples of metrics requiring calibration are attitudinal measures such as liking or purchase intention (which research has shown varies by culture).
“Calibrated” is one of the 10 Characteristics of an Ideal Metric designated by the Marketing Accountability Standards Board. [2]
References
- Accountable Marketing: Linking marketing actions to financial performance, 1st Edition; Eds. Stewart, David W. & Gugel, Craig; Routledge, 2016.
- Universal Marketing Dictionary Project, 2023.