Interesting article about the pitfalls of measurement.
We have seen it in the world of digital that in fact there is little or no measurement.
Digital transformation seems to be this unmeasurable hole that companies want / need to pour money in. It reminds me of some these TV programs such as "Grand Designs" where people have these grand ideas on how a house should look. It always ends up costing more than they budget.
It seems to be the same with Digital Transformation, projects seem to be bottomless or does seem like it.
What if you could measure digital? Compare your employees, compare your business with the competition? Compare your company with others in the industry?
Wouldn't it be great if there was some benchmark and measurement?
Maybe there is?
Soren Laumand, analytics product expert for Siteimprove, gave the panelists three examples of how measuring the wrong metrics could lead companies astray. First, when a company’s page impressions increase by 55 per cent. Laumand said this is not necessarily a good outcome. He said, “It might reflect a successful advertising campaign, or it might reveal a usability problem — if, for instance, users are jumping all over your site because they cannot find what they actually need.” Second, the bounce rate on the site grows to 98 per cent. This may not necessarily be a bad outcome, Laumand said.