Metrics and measurement
A vanity metric is a number that looks good but says neither whether an activity is producing results nor what to do next: follower counts, views, likes, website visits.
The phrase was popularised by Eric Ries in The Lean Startup (2011), which sets against it actionable metrics, those that link an action to an effect and support a choice. The flaw of vanity metrics is that they almost always grow, even when sales do not. In measuring a brand the remedy is to find criteria, quantitative ones included, that tie branding to the conversion process: qualified leads, conversion rate, customer lifetime value.
Source: Manuale del Cosmetologo, capitolo 3.6, Tecniche Nuove.
An example
A social media page goes from one thousand to ten thousand followers in six months, and over the same period quote requests stay exactly the same.
What are your business challenges?
Tell us about your priorities and the objectives you want to reach.
You will receive a free, targeted answer within one working day.