We keep our measurement system current by evaluating and improving our metrics at least once a year as part
of our annual planning process. New objectives often require new metrics. Within existing metrics, we also look for ways to improve data integrity and predictability of leading indicators. Tracking many metrics on a daily basis, and incorporating a number of external metrics on our scorecard is the best way we are able to ensure that our measurement system is sensitive to rapid or unexpected changes. For example, we track variables like brand equity, daily sales information,
and product and service quality metrics. By having daily and weekly metrics and by reviewing these
data in Daily Operating Reviews and Weekly Operating Reviews, we are able to detect relevant
changes or declines in performance. This allows us to quickly analyze the causes by drilling into
additional detail or diagnostics and developing action plans to drive improvement.