Market share is probably the most commonly used non financial measure, almost everyone uses it who can access even basic market and competitive data.

The rub comes when you consider who is in the share.

A simple share number can disguise high customer churn, high costs to service, and significant investment in customer acquisition to counter the churn, all of which costs money.

The same share made up by a loyal customer base will deliver much better profitability, so having a way of discriminating between customers with differing levels of profitability should be a crucial underpinning of marketing activity.