Irina Ivan - Digital Consultant

2iVisio Blog: insights on design, digital marketing, user experience

By: Irina Ivan | October 02, 2017

“Vanity is my favorite sin” is the famous line of Al Pacino in Devil's Advocate and, guess what, even businesses out there are touched by a “vanity sin” consisting in the misuse of objective analytics data. Why would they do that, you may ask. Reasons are multiple: to nurture their brand ego, to validate their biases, to mislead competition or to manipulate the market with a specific intent. Or, simply out of ignorance, because they don't know how to use them in a way that adds value.

What are vanity metrics?