Know the Difference Between Your Data and Your Metrics
How many views make a YouTube video a success? How about 1.5 million? That’s how many views a video our organization, DoSomething.org, posted in 2011 got. It featured some well-known YouTube celebrities, who asked young people to donate their used sports equipment to youth in need. It was twice as popular as any video Dosomething.org had posted to date. Success! Then came the data report: only eight viewers had signed up to donate equipment, and zero actually donated.
Zero donations. From 1.5 million views. Suddenly, it was clear that for DoSomething.org, views did not equal success. In terms of donations, the video was a complete failure.
What happened? We were concerned with the wrong metric. A metric contains a single type of data, e.g., video views or equipment donations. A successful organization can only measure so many things well and what it measures ties to its definition of success. For DoSomething.org, that’s social change. In the case above, success meant donations, not video views. As we learned, there is a difference between numbers and numbers that matter. This is what separates data from metrics.