Measurement is not understanding

> The McNamara Fallacy isn’t just a problem for military strategists. It looms over any field of human activity in which people are tempted by the apparent ease of management by the numbers. In our time, digital technology is the greatest source of this temptation. With skills of misdirection worthy of a practiced magician, digital businesses urge us to focus on the quantitative data delivered by online analytics systems while ignoring cues from the offline world because they don’t come in the form of a cute, concise, glowing dashboard. All too often, the data-driven approach puts consumers and corporations alike in the position of General McNamara, discovering only when it’s too late that obsession with measurement makes management impossible/ [source](

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