Creatalytics by Matthew Burgess

Nice article from Jesse Farmer. An excerpt:

Metrics are the marketer’s microscope. They show him what his customers are actually doing, as opposed to what they say they are doing or intend to do. With proper metrics he can make decisions faster and more accurately.

You can decide to measure anything, but what metrics matter and what ones are just for show? Here are some rules I hope will guide you toward creating meaningful metrics that help, rather than hinder, the decision-making process.

Be Actionable

Be Understandable and Trustworthy

Measure Results

Understand the Downside

Understand the Upside

Don’t Be Ambiguous

Segment by Purpose

Appropriate Granularity

See the article at 8 Tips for Crafting Metrics That Matter

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Data Driven Marketing by Matthew Burgess