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).

Former software marketer. Former musician. Writer, nine non-fiction books, two novels, Buddhist, train lover. Amateur cook, lover of life most of the time!

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Julie Zhuo

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