I'm sure there will be questions about the best KPIs to track, what are some of the *worst* KPIs to commit to achieving?

Vanity Metrics: Metrics like social media followers or email opens that don’t correlate with pipeline or revenue are dangerous to focus on. They look good but rarely driv...

When I think about measurement gone wrong, my first question is typically about the marketer, not the KPI. All KPIs can be useful, assuming your measurement is scalable (...

This is another great question! I think there a few categories of KPIs where you should be wary: (1) KPIs or metrics that are out of your control. I fully believe that...

To determine the KPIs you want to track, it's important to align with stakeholders on which KPIs matter most. While there may not be an inherently "wrong" KPI to track, s...

I hesitate to use the word "worst" because, in most cases, KPIs aren’t inherently bad—they’re often just "less optimal" depending on the context, goals, and how they’re u...

I love this question, though it’s a challenging one because there are plenty of KPIs that can be misleading or even counterproductive to commit to. Generally, I believe i...

My least favorite KPI is 'incremental ROI,' which I find almost impossible to calculate accurately. Even with tools and software it’s difficult to isolate the true increm...

The "worst" KPIs in my opinion would be ones supporting work that isn't aligned to what the department and company are trying to achieve. One of the questions above asked...

I’m going to give you two specific KPIs that I recommend against committing to if not paired with a quality metric. Why? These two metrics in isolation are not meaningful...

Any range of A/B tests that are unlikely to impact customer engagement, trust or revenue growth. This is most obvious with the subject line testing done in batch and blas...