Marketing metrics help track your marketing performance, but unfortunately, there is not a common understanding even within companies of what is actually being measured. What can you do to improve your knowledge of how the score is kept to better steer your marketing efforts, improve communications, and advance your own career? The authors of Marketing Metrics: The Managers Guide to Measuring Marketing Performance share their advice. Paul Farris, professor emeritus at the Darden School (University of Virginia), Dave Reibstein, chaired professor at the Wharton School (University of Pennsylvania) and Neil Bendle, associate professor at Terry College (University of Georgia) discuss common misconceptions about marketing metrics and show you how to master them.