Background: When building AR measurement programs, AR practitioners must distinguish between performance and operational metrics. Performance metrics help AR teams measure progress against strategic goals while operational metrics measure utilization and productivity against plan.
Operational metrics measure AR’s utilization and productivity against plan. They primarily are internally focused and fall into one of three categories: 1) utilization and productivity related to program initiatives, 2) service level agreements, and 3) transaction volumes. Some examples include briefings, inquiries, roadshows, summits, etc. and volume of analyst research publications tagged and monitored.