The Most Important Business KPIs. (Spoiler: Not Conversion Rate!)

12 Comments | Print | PDF

I was reading a paper by a respected industry body that started by flagging head fake KPIs. I love that moniker, head fake. Likes. Sentiment/Comments. Shares. Yada, yada, yada. This is great. We can all use head fake metrics to calling out useless activity metrics. [I would add other head fake KPIs to the list: Impressions. Reach. CPM. Cost Per View. Others of the same ilk. None of them are KPIs, most barely qualify to be a metric because of the profoundly questionable measurement behind them.] The respected industry body quickly pivoted to lamenting their findings that demonstrate eight of the top 12 KPIs being used to measure media effectiveness…

Keep reading: The Most Important Business KPIs. (Spoiler: Not Conversion Rate!) »

Increase Analytics Influence: Leverage Predictive Metrics!

6 Comments | Print | PDF

Almost all metrics you currently use have one common thread: They are almost all backward-looking.

If you want to deepen the influence of data in your organization – and your personal influence – 30% of your analytics efforts should be centered around the use of forward-looking metrics.

Predictive metrics!

But first, let's take a small step back. What is a metric?

Here’s the definition of a metric from my first book:

A metric is a number.

Simple enough.

Conversion Rate. Number of Users. Bounce Rate. All metrics.

[Note: Bounce Rate has been banished from Google Analytics 4 and replaced with a compound metric  called Engaged Sessions…

Keep reading: Increase Analytics Influence: Leverage Predictive Metrics! »