Remember John Wanamaker’s famous line: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”? As ridiculous as it is, this statement is the motto of many small and medium-sized businesses that still see marketing as some kind of ephemeral science. Not knowing and not understanding what marketing metrics really need to be measured when conducting marketing activities, companies are really throwing money away. And to analyze them is absolutely not difficult; the main thing is to do it regularly.