The Very Best Digital Metrics For 15 Different Companies!

The very best analysts distill, rather than dilute. The very best analysts focus, when most will tend to gather. The very best analysts are display critical thinking, rather than giving into what’s asked. The very best analysts are comfortable operating with ambiguity and incompleteness, while all others chase perfection in implementation / processing / reports. The very best analysts are know what matter’s the most are not the insights from big data but clear actions and compelling business impact from usually a smaller subset of key data.
The very best analysts practice the above principles every day in every dimension of their jobs. It is that practice that I try to discern when I do job interviews. When I see evidence of them in any candidate, my heart is filled with joy (and the candidate’s inbox is filled with a delightful job offer).
This post shares one application of the above skills. People ask me this seemingly simple question all the time: What Key Performance Indicators should we use for our business?
I usually ask them back: What are you trying to get done with your digital strategies?
There is no golden metric for everyone, we are all unique snowflakes! :)
That then takes us down the very best way to answer that question, to use the five-step process to build out the Digital Marketing and Measurement Model.
But, what if we did not have that opportunity? What if I was pushed to answer that question with just a cursory glance at their digital existence?
While it is a million times less than ideal, I can still come up with something good based on my distillation skills, application of critical thinking, comfort in operating

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