Digital Insights

Hello all,I've always been a strong advocate for establishing measurable success criteria in every project. The digital world offers us a wealth of metrics to track - from conversion rates and lifetime customer value to engagement and user experience. It's a data goldmine!But recently, I've been reminded that adopting metrics can be a dangerous game, especially if we become too obsessed with them. Let's explore four key dangers of metrics and how to navigate them effectively.The Perils of Poorly Chosen Metrics1. Measuring the Wrong ThingsI'm currently working with an insurance company that's fallen into this trap. They're tracking the number of quotes sent out rather than actual sales. Consequently, they're making decisions that boost quote numbers at the expense of real conversions.How does this happen? It's called the McNamara fallacy - our tendency to measure what's easy to measure and, over time, assume it's the only metric that matters.Be wary of this trap. While measuring something is better than nothin