Marketing size queens

It's unavoidable: most marketing professionals turn into size queens as soon as they're setting targets, or reporting on succesful campaigns. Up until now, most KPI's also involve purely quantitative numbers to indicate succes.

But then I got inspired by Digital Royalty and her hair extensions. She made me realise that basically there are 3 kind of KPI's:

• Quantitative (or Volume): typically Unique Visitors and Pageviews (usually daily or monthly average). The nice part is that these numbers easily generate automatic reports and alerts. In order not to confuse them with qualitative measurement, I tend to limit Quantitative results to the stuff that theoretically can be generated by machines or scripts, not humans.
• Qualitative (or Engagement): a more user centered approach in which you try to measure the impact of e.g. a campaign on the target group. Digital Royalty summed these up as RT (ReTweets), subscribers, sentiment, time spent, comments, "likes" on Facebook.. I usually pick out the ones that are "proof" of a relationship or valuable two-way conversation with your user, consumer, prospect or whatever you want to call your market. A good start are these two interesting list: 100 Ways to Measure Social Media and The Who, What, Where, When, Why, and How of the 100 Ways to Measure Social Media.
• Conversion: leads and sales. But also: products sampled, visits to store locator pages.