"Raw data is good and interesting, but ultimately someone has to parse through that. The problem with metrics is two-fold:
First, not enough people are collecting them. As much as everyone likes to talk about metrics, not enough people are identifying KPIs. Simply having a firing hose of data aimed at you doesn't mean you know what's relevant and can make sense of that data.
The second part of the problem is contextualizing it and knowing what to do with it. Everyone wants to talk about metrics because they want to talk about attribution. They want to say, 'I created that last click. I created that purchase-driven experience.' But ultimately, it wasn't just one touchpoint. People have to stop thinking about metrics in 'last touchpoint' context, and start thinking about metrics as painting a broader picture of consumer purchase behavior."
Maya Mikhailov, Executive Vice President and Co-Founder of GPShopper, participated in The Content Council's "Content Reimagined 2014" event. See highlights from the panel "How Technology is Shaping the Future of Content," moderated by Mashable's Samantha Murphy Kelly.