Metrics are the basis for analysis. When raw information is gathered into an analytics system, it is transformed into a metric for user interaction, dashboard display, and reporting.
A quick example is the key metrics table in Figure 11-1. The table displays a collection of important metrics put together, making it easy for us to have a basic understanding about the activity on a social channel and compare it to other channels, which in this case are competitor brands.
Figure 11-1. Key metrics table
Metrics can be very simple and straightforward, such as the ...