 criteria. We call this collection of budgets and goals the metrics, measures, and key performance indicators of the firm. Chapter 9 We use the term metrics to represent the numbers that establish the budgetary limits of the different organizations. Measures refer to the methods of evaluating an organization's performance in other than quantitative terms. Key performance indicators label all of those reports, evaluations, and measurement numbers that tell upper management whether the organization is fulfilling its primary function. Computer Systems and Reports The typical organization can consist of anywhere between 10 and 10,000 individuals. It is, therefore, not possible to keep track of all of the metrics, measures, and key performance indicators (KPI) for everyone without the assistance of computer systems. These computer systems are of two types: Operational - Computers that manage specific operations (such as billing or order processing) 2. Analytical - Computers that provide management with re- ports and analysis of business activities. These three components, (1) upper management; (2) measures, metrics, and KPIs; and (3) computer systems and reports, make up the management half of the CRM equation. Customer Relationship Organizations Further to the right in Figure 9-5 you can see the customer relationship organizations that actually execute the company's CRM strategy. Different companies will organize functions differently, but all of the jobs need to be done by at least one group. It is actually not uncommon to find several groups executing the same functions. Advertising This is the group responsible for development and placement of advertisements on television, radio, and several print media types. The role of advertising in CRM is clear. Advertising creates the messages that bring the customer to the firm. It often plays a key role in the maintenance of the customer relationship. eXcellence in Telecommunications The Telco Churn Handbook [Market Research Related to advertising is the market research fu