Stakeholders are often on the hunt for the biggest numbers. We call these big, beautiful, but often distracting numbers “vanity metrics,” and it’s important to know the appropriate time and place to use them. You’ve probably heard this before, but bigger isn’t always better, and this same principle is especially true when approaching your organization’s data & reporting. When it comes to presenting your analytics insights to executive leadership — whether through a monthly report or as an agenda item in a quarterly business review — your job is to help leadership to focus on the metrics that best show your organization’s impact.
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