Quantitative metrics contrast qualitative metrics in which they measure numerical values. For example, website traffic can be measured in number of page views or unique visitors. The quantitative measurement is more objective and less prone to interpretation than qualitative metrics.
Another key difference between quantitative and qualitative metrics is how they are used. Quantitative metrics are often used to track progress over time or compare results between different groups. Qualitative metrics, on the other hand, are often used to understand the reasons behind a change in quantitative metric.
Some advantages to quantitative metrics are that they are more reliable and easier to compare results. They also can be less time-consuming to collect than qualitative data.
However, quantitative metrics have some disadvantages as well. They can be difficult to interpret and may not provide the full picture of what is happening. Additionally, they can be subject to manipulation if people know how the metric is being used.
Quantitative metrics are important for understanding and measuring progress. However, they should not be used alone to make decisions. Thus, when choosing which type of metric to use, it is important to consider both metrics in making decisions and analysis.
"A recent survey of marketing professionals found that the use of quantitative metrics in marketing has increased by 22% over the past two years (O'Neill, 2019)."