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A performance indicator or key performance indicator (KPI) is a type of performance measurement.

KPIs evaluate the success of an organization or of a particular activity in which it engages.

Often success is simply the repeated, periodic achievement of some levels of operational goal (e.g. zero defects, 10/10 customer satisfaction, etc), and sometimes success is defined in terms of making progress toward strategic goals.

Accordingly, choosing the right KPIs relies upon a good understanding of what is important to the organization.

'What is important' often depends on the department measuring the performance – e.g. the KPIs useful to finance will differ from the KPIs assigned to sales.

Since there is a need to understand well what is important, various techniques to assess the present state of the business, and its key activities, are associated with the selection of performance indicators.

These assessments often lead to the identification of potential improvements, so performance indicators are routinely associated with 'performance improvement' initiatives.

A very common way to choose KPIs is to apply a management framework such as the balanced scorecard.

This article deals with decision-making as analyzed in psychology.

See also Decision theory.

In psychology, decision-making is regarded as the cognitive process resulting in the selection of a belief or a course of action among several alternative possibilities.

Every decision-making process produces a final choice; it may or may not prompt action.

Decision-making is the process of identifying and choosing alternatives based on the values and preferences of the decision-maker.

'Marketing intelligence (MI) is the everyday information relevant to a company’s markets, gathered and analyzed specifically for the purpose of accurate and confident decision-making in determining market opportunity, market penetration strategy, and market development metrics.

Marketing intelligence is necessary when entering a foreign market.

Data (or) is a set of values of qualitative or quantitative variables.

An example of qualitative data would be an anthropologist's handwritten notes about his or her interviews with people of an Indigenous tribe.

Pieces of data are individual pieces of information.

While the concept of data is commonly associated with scientific research, data is collected by a huge range of organizations and institutions, including businesses (e.g., sales data, revenue, profits, stock price), governments (e.g., crime rates, unemployment rates, literacy rates) and non-governmental organizations (e.g., censuses of the number of homeless people by non-profit organizations).

To invest is to allocate money (or sometimes another resource, such as time) in the expectation of some benefit in the future.