Your employer just asked you to lead the marketing department. During your first meeting with the marketing team, you ask to review the key performance indicators, or metrics from the past few months. The team members look puzzled, and they ask you what you mean. You explain that you'd like to see the data that indicates how the marketing team has contributed to the firm's success. After some discussion, the team says they will see what they can find and get back to you.

a)Based on the team's response to your question about metrics, which of the three categories in how organizations embrace metrics does this firm fall into? Provide the reasoning behind your response.

b)After a few days, the marketing team meets with you again and presents their collected data. The team provides the number of social media posts generated per week, the quantity of marketing materials designed and printed, and the number of marketing emails that were sent every month this year. What type of metrics has the team presented to you? Discuss how useful these metrics are for determining the contribution that the team is making. In addition to these metrics, what other types of metrics are important for the marketing team to track?