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Vanity Metrics: Facing Up to the Ugly Truth

Posted by Greg Dolan on 10/23/18 9:09 AM

Like Narcissus in the reflecting pool it's virtually impossible for us marketers to turn our gaze away from our dashboards, clicking, whirring and blinking with impressions, clicks, shares, likes, reach, engagement, open rates and more. 

We've gone from no metrics to a Pandora's box of vanity metrics— full of sound and fury — but here's the ugly truth: signifying nothing

None of these metrics can be directly, positively or predictively correlated to top- or bottom-line improvement.

It's time to look elsewhere.

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