As I steer deeper into the world of Marketing and Analytics, I began to notice that KPI and KAI although may be of direct relevance, seem to rarely show on the same page of customer centric companies.

KPI – Key Performance Indicator

KAI – Key Attitudinal Indicator

My dilemma – if you measure Attitude of the Customer, you receive actionable metrics via forms of feedback systems. I would assume that these results would automatically transfer into a list of KPI’s.

What it almost seems is that Marketing focus is on KAI (with KPI’s delegated to …?)