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Lately, smarter companies prefer to use advanced metrics. For instance, at Medium, the most important metric is the time that a visitor spends reading an article. They call it Total Time Reading, or TTR. Upworthy uses a metric called total attention minutes instead of pageviews for their posts.
The thing is, these aren’t advanced metrics. They’re just metrics. Numbers that don’t provide contextual value and immediate insights shouldn’t be referred to as metrics. Those old numbers (page views, unique sessions, acquisition channel numbers) are just noise.
Numbers that provide real, actual value are metrics. These are usually derived from multiple data points.

  • SR

    shahnur rahman

    over 4 years ago #

    This is a new element of content marketing you posted. The right matrix is obligatory for content marketing. Great post Pawel !

  • NB

    Nicholas Bodell

    over 4 years ago #

    nice one...thx for posting

  • AV

    Andreas Voniatis

    over 4 years ago #

    I think you make a good point as a lot of marketers make decisions based on 'old numbers' which is very dangerous especially without the context you write of. Applying data science tests to advanced metrics will do so much better than 'old numbers' at proving a marketing hypothesis leading to better marketing outcomes. Thanks for bringing this to our attention.

  • CP

    Cali Pitchel

    over 4 years ago #

    This is super helpful. Thanks for sharing, Pawel.