Sensitive Metric

sensitive metric definitionDefinition

A sensitive marketing metric is one that detects even small, meaningful differences in outcomes and actions.

For example, a metric with more response categories can be more sensitive than one with fewer.

Marketing metrics from a survey or experiment using a large sample size will be more sensitive than ones from a survey or experiment using a smaller sample size, all other things being equal.

“Sensitive” is one of the 10 Characteristics of an Ideal Metric designated by the Marketing Accountability Standards Board.

See Also

Calibrated metric
Causal metric
Objective metric
Quality assured metric
Relevant metric
Simple metric
Velocity metrics


  1. Accountable Marketing: Linking marketing actions to financial performance, 1st Edition; Eds. Stewart, David W. & Gugel, Craig; Routledge, 2016.
  2. Universal Marketing Dictionary Project, 2023.

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