1. A computer-implemented method for evaluating an advertising campaign event, comprising: executing software instructions on a computer processor to receive a selection of a business metric; executing software instructions on the computer processor to receive data indicative of customer activity occurring after the advertising campaign event, wherein the customer activity data is actual point of sale or Internet-based customer activity data associated with the selected business metric, and wherein the advertising campaign event involves promotion of a product or service over a communication medium; executing software instructions on the computer processor to receive promotion exposure data for the advertising campaign event; executing software instructions on the computer processor to fit a statistical model to the customer activity data and to the promotion exposure data for the advertising campaign event; executing software instructions on the computer processor to use the fitted statistical model to forecast values of the selected business metric, wherein forecasting is computed from the fitted statistical model, standard errors for the forecast estimates, and corresponding prediction intervals including predictions at different time lags and at a plurality of different desired levels, wherein a time lag is a lag in time between the advertising campaign event and the customer activity; executing software instructions on the computer processor to generate a goal seeking report that displays the forecasted selected business metric values at the different time lags and at the plurality of different desired levels, the forecasted selected business metric values representing different desired goals for the selected business metric; executing software instructions on the computer processor to generate a directional indicator based upon the forecasted selected business metric value and metric directional data, wherein the metric directional data is a determination of whether a business metric value is changing in a desired positive or negative direction; and executing software instructions on the computer processor to calculate an individual score for the selected business metric; wherein when it is preferred that actual selected business metric values are greater than the forecasted selected business metric values, the individual score is calculated using the following: ( 1 ⁢ / ⁢ 2 ⁢ π ⁢ ∫ - ∞ x ⁢ ⅇ - t 2 / 2 ⁢ ⁢ ⅆ t / 2 + .5 ) * 100 ⁢ ⁢ where ⁢ ⁢ x = ( ( Y - Y ^ ) ⁢ s Y ^ ) , and alternatively, when it is preferred that actual selected business metric values are less than the forecasted selected business metric values, the individual score is calculated using the following: ( 1 - ( 1 ⁢ / ⁢ 2 ⁢ π ⁢ ∫ - ∞ x ⁢ ⅇ - t 2 / 2 ⁢ ⁢ ⅆ t / 2 ) ) * 100 ⁢ ⁢ where ⁢ ⁢ x = ( ( Y - Y ^ ) ⁢ s Y ^ ) , and wherein the individual score and the directional indicator are used to generate a business metrics report that shows performance of the selected business metric.