The 5 most useless metrics in marketing, from iMediaConnection.
Digital marketing is an uncertain environment. Apart from the new channels and modes of interaction with consumers, there’s also the ability to record, measure, and report on everything. From mouse clicks to Facebook chats, everything that happens online is recordable, measurable, and reportable. If we didn’t know it before (and most of us did), a number of intelligence agencies have shown us that recently. Since we’ve now entered the age of big data and data mining, there are good reasons for recording and processing as much information as you can. However, no human organization can possibly use, or even want, all of the data all of the time. To misquote a great man, “You need some of the data some of the time, but you never need all of the data all of the time.”