Great piece. I’m in a B2B situation so some of this is not relevant. One thing metrics has a hard time with is determining the value of the audience. If I make changes that get me to a more desirable audience that is smaller but more influential, my metrics would indicate a failure when, in fact, I am succeeding. This comes under ‘How To Lie With Statistics’ (an actual classic business book).

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Novelist, Tech Marketing Writer, Growth Consultant. I have been a professional writer for over 20 years- 8 non-fiction books and 1 novel, many articles, etc.

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