JOUR 651 Lecture 35: KPI Fever
19 Feb 2020
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The other one talks about analytics more conceptually. What you need to think about when you are engaging in media analytics or other types of analytics. A lot of these books are pretty shallow. They give very not in depth summaries of some of the experiences or case studies. They present a lot of case studies and they don"t necessarily connect the dots with analytics and goals. We have tools dedicated to measuring the digital world. So it"s no surprise that we assume the measurements those tools give us are the right ones for the job, except they aren"t. The most common digital metrics are almost useless. They measure the wrong things in the wrong way. People doing analytics were finding or selecting kpis for the sake of just finding or selecting kpis without thinking whether it measures goals or whether those goals measure the mission.
