Explanation:

Before a commitment to a product or supply chain is made, businesses must test and measure its viability. The real value this type of results measurement is in tying the marketing campaign into the business results.
So they must put metrics in place to measure campaigns, and if at all possible, measure their impact on the target market, be it Cost Per Acquisition, Cost per Lead or tangible changes in customer perception. Measurement is key to production decisions at all levels of the supply chain
Define the "customer value model" and its role in measuring market demand.