I have been thinking about metrics, especially web metrics and attempting to reconcile the use of quantitative measurements on qualitative experiences. So for example, you had the banana pudding at a restaurant and rated it a 9 out of 10. You would be applying a scale to something that is an experience. However, that rating is totally subjective and therefore potentially misleading. What if I hate bananas?
It does have it’s uses though. For example there are 4 primary vital signs, body temperature, pulse rate, blood pressure, and resperatory rate. These would be quantitative metrics. They are all based on a pre-set agreed upon scale, be it degrees, minutes, or torr (measurement for pressure).
However there is a 5th vital sign, pain. Pain scales can help doctors diagnose the intensity of the pain, however because it is subjective, some doctors see pain as a symptom not a sign. This subjective measurement is really important when treating children; they sometimes cannot communicate the pain they are in.
How does this relates to web metrics? Lets say your CMO comes up to you and asks “how engaging is our current website?” What metrics would you base that off? Perhaps recency, or time on page might answer the question, but probably not. It is most likely going to be a combination of metrics. The problem of course is that it all depends on what it is purpose of the site is.
Eric Peterson discusses the issue in depth as does Avinash Kaushik.