“Mistaken Metrics” by Lauren McKay (CRM Magazine, October 2009). Please pardon the delay in getting to this one but it has finally bubbled to the top of the to-do pile (on a Saturday morning no less). It is also not exactly lite reading for a weekend but it’s certainly not rocket science either. Grab a coffee and let’s go!

In short, the twin sibling of, “Be careful what you wish for” is, “Be careful what you measure (and what decisions you make based on that data/information.” As we all know, numbers and statistics can be misleading especially when data is coming from multiple sources. Or worse yet, is the wrong measurement to begin with. The majority of the time there are caveats, or should be, because no info/date source is perfectly clean. Of course, there is also always the human element (read: bias) when collecting data and using it.  And finally, just because you can collect it faster doesn’t mean it’s right.

Yes, there has to be measurements but don’t be afraid to question their validity and value when applied to decision making. As Ms. McKay concludes:

No matter what you do or what you measure, you’re destined to pick the wrong yardstick at least once. The trick, experts say, is not to force yourself to live with the wrong measurement — the trick is recognizing when the measurement you’ve chosen is the wrong one and having the fortitude to step away from it.

In the same issue, as a side bar was also, “Your Metrics Are Outdated” by Lauren McKay. If you have to pick one, pick this one. The first article gives “Outdated” context but none the less is fairly freestanding if you are at least somewhat familiar with measurements and their impact on management decisions.

You have all weekend so try to consume both. It’s time to start lining up the ducks for 2010.