With regards to the four guidelines for creating metrics below ,give a brief description of each.

1. Understanding standard metrics.
2. Linking Metrics to Business Strategy.
3. Make Sure Metrics Are Balanced and Comprehensive.
4. Base Performance Targets on Both Internal and External Metrics.

With regards to a balanced scorecard,explain the following

1. Background of balanced scorecard
2. Purpose of balanced scorecard
3. importance of a balanced scorecard