In communications and in business, too many people get hung up on measuring for the sake of measuring. Just because you can generate all sorts of metrics with impressive numbers and charts doesn’t mean that what you’re looking at will really make a difference in your ultimate success.

I tackle one specific element of this debate over on the CustomScoop blog today where I explore Ad Value Equivalency, a way that many communicators are asked to measure their success. My title gives away my point of view: “Don’t Get Stuck on Wrongway AVE.” You can click on over to see my full argument.

Take a little time to think about the things that you are measuring, being asked to measure, or asking others to measure. What do you do with that data? What does it tell you about your project or business? Why does it matter? Spend your time measuring what matters, not what looks good.

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