How can you compare your marketing investment in, say a golf sponsorship, with a TV spot? Or understand whether a brand campaign is driving profits more or less than a store promotion? With a Comparable Metric, all programs can be compared with all other programs on an even playing field.

The Comparable Metric doesn't replace each individual channel metric, but is specifically used to allow for an enterprise-wide comparison of each marketing investment and its contribution — positive or negative — to ROI.