An objective metric is one that provides facts, explanations and information that are not subject to personal interpretation or distortion by personal feelings or prejudices. [1]
For example, average price per unit is an objective measure while perceived value is not. [2]
“Objective” 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.