You are a new employee in the marketing department of a mid-sized firm that manufactures shoes for toddlers. The company sells through a catalog, on their proprietary website, and selected retailers. This year the company is heavily investing in growing the business in Canada.

The marketing manager has asked you how you think their marketing program is doing. Is there a single metric you would recommend using? Or, would you use a combination of metrics? And, if so, what combination do you suggest would provide the best overview?