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