“Let’s all focus on a single metric, a True North for the entire company!” This is an understandable sentiment from Extremely Senior Leaders (ESLs). There are so many data pukes (sorry, “dashboards”) running around the organization, employees face such difficulty in being able to be smarter. Or, worse, Teams/Agencies can cherry-pick and show “impact.” Hence, the ESL idea is noble: If we all look at one metric, no one can game the system. Sadly, there are unintended consequences. [Bonus Reflection: An underappreciated problem: Methodology. Your teams in the US, Argentina, Indonesia might all be reporting the same metric, say, Lift In Purchase Intent, but doing so using entirely different methodologies!…
Keep reading: Marketing Analytics Mistake #1: Efficiency Without Effectiveness! »
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