"All that intermediate measures tell us is that someone saw our content. And perhaps that they did something - or if you like, ‘engaged’ - with that content. But just because people were exposed in some way to our content does not mean it was successful. As Rob Campbell has put it: “I am aware of Hitler. But I am not a Nazi.” They are evidence that something was happening in response to our communications. They might tell us about the spread and popularity of our content. But they are not evidence of effectiveness. They are not business results and they tell us nothing about the financial value created for a business."
Data Without Context, Results Without Consequence, Counting Without Analysis… An Industry Without Conscience? - Canalside View
