Lessons Learned from 197 Metrics, 150 Studies, and 12 Essays: A Field Guide to Digital Metrics
Stephen D. Rappaport
Stephen D. Rappaport Consulting LLC
SIX LESSONS
Lesson 1: Don’t Bite the Apple of Vanity Metrics
As Max Kilger, Experian’s chief behavioral scientist, warns, “Far too often, metrics are selected because they... may look good, but may not mean much of anything.” (Please see “Putting Big Data—and Big Data Metrics—in Perspective,” on page 114).
Most likely reports crossing marketers’ and researchers’ desks list one or more brand objectives—broad-based goals such as “Generate 10 percent increase in sales leads over the next 90...