The next time someone insists that they need a simplified, single dashboard metric of all your marketing performance, remind them that they are far more comfortable with 5-6 metrics (cups, teaspoons, inches, temperature, ounces, etc.) for a simple cake.
It is almost sad that the mantra "you get what you measure" is so little understood. Focus on call times and everybody will escalate or 'try this then call back'.
Not because people are evil (...) but because we are good at adapting. And at learning how our rewards work. If we can adjust our behaviour easily we will. As long as the cost of change is less than the imagined (or subconscious) reward, there will be an effect.
So take the time to find the balanced overview, take the time to dig into the factors - and think about what you would do yourself if the goals changed.
Just look at measuring a website
Users?
Pageviews?
Bounce rate?
Time on page?
Engagement, actions?
ARPU?
Frequency?
Recency?
There is a reason for tools like Google Analytics having all this and more. One nail does not a house build. The interplay, to consequences and the trends. Not the actual number as of last night. Either the number the last five seconds, then the last 30 minutes. Or the last month.
...and if you need more specifics on all that jazz - there is no one like Avinash. Read. Do. Learn.
