1. simple
2. relevant
3. timely
4. instantly useful
example of a great metric: bounce rate
simple, tells you where you are wasting marketing dollars, which pages suck
3 important final lessons...
1. perfection is the enemy of good enough
90% is good enough. follow best practices, then move on. an educated mistake is better than no action at all.
2. critical few
which 3 metrics define your existence?
3. metrics life cycle
define -> measure -> analyze -> action -> improve or eliminate
do this once a quarter
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