Helen Edwards wrote a MarketingWeek article titled Even the simplest metrics require forensic analysis.
« You can have a bunch of metrics, each accurately assessing a single facet, but… as essayist Nassim Taleb observes, in complex systems it is the interactions that really count, with the result that “the ensemble behaves in ways not predicted by its components.” » Continue reading “Even the simplest metrics require forensic analysis”
Jared M. Spool wrote an article titled The Myth Of the Grand Unified UX Metric. Continue reading “The Myth Of the Grand Unified UX Metric”
Faris Yakob wrote an article titled Over-optimised and underwhelmed. The main message is that in the obsession with quantitative metrics, advertisers seem to have forgotten that their job is to communicate with humans. Continue reading “Over-optimised and underwhelmed”
Rachel Thomas wrote an article titled The problem with metrics is a big problem for AI.
« Metrics are typically just a proxy for what we really care about. » Continue reading “The problem with metrics is a big problem for AI”
Murray Calder wrote a blog post called To walk a mile in someone else’s shoes.
“Most research looks for commonalities and averages when all the interesting stuff happens in the outliers and the liminal spaces between one thing and another.” Continue reading “Murray Calder on market research”
Uzma Barlaskar posted an article titled Why you should be data-informed and not data-driven. Continue reading “data-informed and not data-driven”
Alex Murrell wrote an excellent article titled Big Questions for Big Data regarding limitations of data in marketing.
“Some things are important but immeasurable. In fact, I’d argue that the vast majority of human behaviour falls into this group. Pride, passion, anger, anticipation, sadness, surprise. These are among the messy motivations of our actions. They are hard for us to recognise, difficult for us to process, and almost impossible for us to measure.” Continue reading “Big questions for big data”
Professors Bruce Clark and Tim Ambler wrote a paper titled Managing the Marketing Metrics Portfolio. “Different strategies demand different metrics on the dashboard.” Continue reading “Managing the Marketing Metrics Portfolio”
In an article titled The last thing your business needs is more metrics, Alastair Thomson writes about metrics obsession: when the cost of measuring exceeds the cost of doing. Continue reading “The last thing your business needs is more metrics”
Articles of Interest 