Our goal should always be to leverage data to drive metrics, use metrics to drive intelligence, and use intelligence to drive action…all while maintaining the context to ensure we’re not attempting to churn out numbers and refer to them as intelligence.
As our industry matures and we continue to improve the quality and amount of information we’re creating, maintaining, sharing, and consuming…it’s paramount that we ensure that we’re not stuck trying to use only metrics to enable effective decision-making. We must learn to apply context to our intelligence sources, both internal and external, to enable us to effectively target and prioritize our actions.
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Contributed by: Alex Moss