What Do We Mean By Credible?

We in the metrics industry talk a lot about methodologies, what they are, what ours are, and why it’s important to have them. When we’re talking about online measurement, is it important to have a methodology? Absolutely. Of course. Without question. Dictionary.com defines methodology as “a set or system of methods, principles, and rules for regulating a given discipline.”

 

I used to think this went without saying that having a methodology was important, but I’ve seen too many CEO’s lately rallying around metrics that have none, so maybe it’s worth restating.

 

But my point is that yes, having a methodology is a good step, but what really provides you with value is to look at the quality and credibility of that methodology. Anyone can invent or establish a “set or system of methods, principles, and rules” any day of the week. And they can give it an impressive name with official-sounding initials. It’s the oldest play in the marketing playbook.

 

But credibility is key. How widely accepted is the measure? Does it have a good track record of results? Is it based on a scientifically and academically rigorous methodology? Will management trust it? 

 

Most important of all, is there financial evidence that it works? Is there any actual, scientific proof that this methodology will produce the results you want and need it to? You should be looking for academic, peer-reviewed research to back up any claims about what this methodology can do for your company.