Chapter 11
Avoiding Metrics Bankruptcy: Simple Steps to Avoid Common Metrics Mistakes
In This Chapter
Identifying fake metrics
Looking out for metrics problems
Watching out for false ROI
You may wonder how in the world you can make mistakes with data that is being delivered to you in neat reports and graphs. Metrics services do a great job of gathering any and all data you tell them to find, after all.
That’s just it: If you put garbage in, you get garbage out. Your metrics will only ever be as good as the directions you give your metrics programs and team.
What good is a huge pile of unsorted data? It can make your conversion goal a needle in a haystack. The key is to find out how to tell what’s real and what’s fake in metrics.
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