It’s somehow funny but for some reasons we (people) use to generate multiple systems from something that has just one objective by generating some fake objectives. In this case it’s regarding the activities related with generating and providing information for decision making. This kind of activities are provided today by different disciplines (that in some companies do share departments and in some others don’t) like Market Research, Web Analytics, Business Intelligence, CRM (part of it), Data Mining, and so on. So is getting harder to understand what’s the limit of each discipline. So the people from those disciplines fight for hours arguing which information must be generated by the Market Research department, by the Web Analytics department, by the CRM deparment, by the BI deparment, and so forth.

So what came into my mind is why should I (as a CEO or business owner) have several departments that share the same damn objective? Nobody cares how big your ego is and Continue reading →

If you want to really understand what it is happening in your project I recommend you to analyze de scenario and not the metrics per se. An interesting way to understand it is like when you are about to buy a new alarm for your home. The expert ask you all about your house, your family, if you have a dog or other pets, etc. After that tells you how many sensors (Measuring tool implementation) will your house (online project) need. After that each sensor will be measuring all the house movements and if a deviation appears you will be informed (alert).

The above mentioned example shows how important is the “system” to make the metric make sense.

Having 80% of bounce rate doesn’t mean a thing unless you understand how does your website work. If you do have a blog with the entire note at the home and most of your visitors visits every note you post, then you should expect a high bounce rate, actually a high bounce rate could be a good metric for you.

So think on metrics as something that can’t be analyzed in an isolated way because lonely metrics are sterile…