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HBR Guide to Data Analytics Basics for Managers (HBR Guide Series)
book

HBR Guide to Data Analytics Basics for Managers (HBR Guide Series)

by Harvard Business Review
March 2018
Beginner content levelBeginner
256 pages
3h 56m
English
Harvard Business Review Press
Content preview from HBR Guide to Data Analytics Basics for Managers (HBR Guide Series)

CHAPTER 6

Know the Difference Between Your Data and Your Metrics

by Jeff Bladt and Bob Filbin

How many views make a YouTube video a success? How about 1.5 million? That’s how many views a video posted in 2011 by our organization, DoSomething.org, received. It featured some well-known YouTube celebrities, who asked young people to donate their used sports equipment to youth in need. It was twice as popular as any video DoSomething.org had posted to date. Success! Then came the data report: only eight viewers had signed up to donate equipment, and no one actually donated.

Zero donations from 1.5 million views. Suddenly, it was clear that for DoSomething.org, views did not equal success. In terms of donations, the video was a complete failure.

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Publisher Resources

ISBN: 9781633694293