The document discusses key performance indicators (KPIs) for measuring marketing strategies. It recommends: 1. Establishing reasonable and mutually agreed KPIs to guide tactics, such as goals for traffic growth, awareness, conversions, or costs per acquisition. 2. Using tools like Facebook Ads to measure community engagement and brand awareness across dimensions like concepts and competitors. 3. Defining "multidimensional share of voice" metrics to track a brand's presence compared to others on concepts like travel for companies like American Express and MasterCard.