“improving the financial performance of marketing efforts,”

Identify two metrics that you found interesting or surprising in the Hubspot article and explain why.
Do you think these metrics would be used for a company like Pepsi? Why or why not?
If a company has a broad goal of “improving the financial performance of marketing efforts,” which of the metrics listed in the article could be used as a KPI for this goal? List one and explain why.
Include in your post any questions about terms in the article that you didn’t understand.