Reporting relevance

In July, this blog has gotten most visitors in a single month than ever, more than doubling the number from June. Views per day and per post have doubled as well. The reach was expanded to new countries, such as Ukraine, Papua New Guinea and the Netherlands, and viewership in an important country such as Germany was consolidated (visitors increased 1,000% month-over-month). The most popular hour to post is confirmed to be 8PM, as most of this blog’s audience seem to be online then.

This is all true. And of course, it is irrelevant.

With the amount of data we get exposed to nowadays, it is easy to get distracted by numbers and fake successes. We have actually developed an extended capacity to focus on the numbers that confirm what we believe is happening and boost our confidence, without talking about the ones that actually matters.

Why are you tracking what you are presenting? How does that affect the change you are trying to make? Are you closer or farther away from achieving that? Can you measure the final change? Is an history of those numbers, going back at least 12 months, available? Would people react differently if they would see natural numbers rather than percentages?

Those are important questions when preparing your next report. If you don’t know how to answer them, or if you catch yourself cheating while answering them, do everyone a favour and do not press send.

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