Dana Ditomaso discusses the importance of choosing the right metrics to measure for clients and campaigns. Key points include:
- Picking the right metrics may be the most important decision, as the wrong metrics can lead to bad decisions.
- Metrics like rankings, bounce rate, and time on site are commonly used but aren't always the best indicators of goals.
- Reports should be tailored to different audiences and include multiple reports. Data should be presented honestly and without ego.