The death of metrics?
Grant McCracken offers a must-read look at the tribalistic schizophrenia of mainstream corporate analytics. Some folks are redoubling behind quantitative metrics; others abandoning them for qualitative assessment. Key exchange:
I was talking to a guy who does marketing research for a big brand. He said, dismissively, "
"We no longer collect any numbers. Things change too fast. We don't know what to measure. We do ethnographies and stuff...to find out what's going on out there."
Last night I was talking to a graduate of the Sloan business school at MIT. He doesn't think about something unless he's got the numbers.
It's weird. It's seems to me that the corporation is becoming more quantitative and more qualitative.
It ties into a recurring problem in social enterprise--a hyper-simplified idealization of how business actually works.
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