I don’t much like the acronym ‘KPIs’. It’s because of how the term is misused, and also because of how the idea of KPIs so often leads to a misuse of web analytics.
KPI (usually) stands for “Key Performance Indicator”, and for me it means “a number that indicates success”. It’s really rare to come by a true KPI, because it’s really rare that a number should be so unambiguous that its going up or down, by itself, means either success or failure. Ten-year net profit (£) is a reasonable KPI, in my book; but then, should it be change, month-on-month… or deviation from target…? more…
