Who Defines Key Performance Indicators?

Teaching Business Side What is Their Business

Marketing Analyst: What is the correct figure?
DWH developer: Both figures are ok.
Marketing Analyst: We know that both figures are ok but which one is correct for our KPI?

This is not conversation on the street between two pals on alcohol. This is simplified official mailing fight. 
Both figures are ok and here are process reasons why figures differ. Marketing is still not convinced and persists in digging of correct answer from DWH team. This is classic lack of non-financial methodology in reporting and planning process for internal analysis.

I’ve ended this silly Key Performance Indicators forcing definition method initiated from marketing and I’ve redirected them to the right address. DWH delivers what it gets from sources and does not deal with definitions of KPIs. This is the task of project initiators or leaders, process owners or owners of source systems. They should answer what is the correct figure not DWH. But, they like to seat on side and to act as persons with hearing problem.