Metrics for metrics' sake

Metrics for metrics' sake

➡️ I noticed how many posts of the format «+100500 metrics» have appeared. And these posts gain a lot of views, reposts, comments. We all want some new metrics, new numbers.

➡️ But what does it matter if you count 100 metrics or 1000, if, for example, the company's profit is negative and the business is accelerating downwards? If you add another 100 metrics, you just increase the workload for the analytics department.

➡️ If you don't understand the key 5–10 metrics, don't know how they are interconnected and how to influence them, then even with 300–500 metrics, this understanding won't appear. You'll just have a lot of charts.

➡️ Ask all your heads from different marketing directions (and not only marketing), which 3–5 metrics they consider key and what needs to be done right now to improve them. You'll be surprised at how much the answers differ. And the answers from the COO and CEO will be different altogether. But instead of creating a unified block of key metrics, many for some reason strive to add new ones.

I agree, watching a company go bankrupt in three months is more pleasant on a beautiful dashboard than in a message «we're bankrupt, we're closing, everyone is fired.».