There are a few phrases that bug me. One of those is “if you can’t measure it, it doesn’t matter.” Being an intuitive thinker, I firmly believe there are lots of things that you can’t measure (or at least can’t measure easily) that matter greatly. And, I imagine that many of you, like me can just feel if something is right–you don’t have to measure it.
That being said, there is a place for data and measurements—a very important place. But this post is a call for some balance and rational thought.
I’m hearing more and more stories of metrics being the defined measure for many decisions, particularly about performance. I was speaking to a trainer at the place I workout (OrangeTheory Fitness) and she was telling me that they are measured by reviews that come back after class. If she gets a low rating because the studio is cold or someone’s heart rate monitor is wonky, it is all on her. I’ve heard similar stories about firms having to have a certain number of 4 star ratings or they get “dinged” on some app exchanges.
Most metrics don’t provide answers–they provide clues. Ratings and reviews don’t provide answers, they provide clues. The number of dials or “engagements” someone creates is a clue. All are signs to dig deeper to understand if there is something going on that needs to be addressed. This is similar to organizations using the Magic Quadrant graphic to make decisions, without reading the document for the details. The MQ graphic is a clue, its not the answer.
But here is the biggest issue. The farther you get from the source activity that drives the metric, the more likely you are to miss the context. The trainer’s manager can easily cull through the reviews and see that the source of low ratings were out of her control and adjust accordingly. But as it rolls up to the region or corporate, it is less likely that that context will remain. They’ll just see a lower average score. And for those that just view it casually, they’ll quickly jump to conclusions—potentially the wrong conclusions.
And that is the thing to be more worried about. I’m not sure of the answer to this problem other than reinforcing that metrics aren’t answers, they are clues. If you are someone that is “steps removed” from the source of the metric, don’t “under analyze” them. Push towards the source to get context and the whole story. Or just try to ignore them and focus more on data that is relevant. Trusting metrics blindly may create more problems than value.
Don’t succumb to “Metric Madness.” They are clues, not answers.
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