Chuck McLeester: Don’t Get Lost in a Maze of Metrics : Target Marketing: "he new frontier in using big data in multichannel marketing is learning what data you need. And that starts with clearly defined marketing objectives.
The proliferation of data has caused many marketers to get caught up in minutiae that are not relevant to their objectives. With all the data that's available, it takes discipline to focus only on the metrics that are relevant. Too often the most important metrics, like cost per acquisition and customer lifetime value, are overlooked while we're looking at things like email bounce rates and time on site. Those are metrics which certainly have their place, but should be viewed in the context of how they can be leveraged to improve lifetime value."
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