Scale Your Business With Data Episode 6:Why Measuring the Wrong Thing Can Destroy Your Business: Data Lessons from Vietnam to Modern Analytics.

On this episode of Scale Your Business With Data podcast, Graeme Crawford talks with Gurwinder Bhogal about the critical importance of measuring what truly matters in business and life. Drawing from historical examples like the McNamara Fallacy from the Vietnam War, they explore how focusing on easily quantifiable metrics while ignoring qualitative data can lead to catastrophic outcomes. The conversation delves into modern applications of data measurement, from social media metrics and sentiment analysis to health tracking devices, emphasizing the dangers of compound metrics like "sleep scores" and the value of specific, high-resolution measurements. Bhogal shares insights on Goodhart's Law, the importance of data storytelling, and why our brains are wired for narratives rather than raw numbers, making this essential listening for anyone using data to drive decision-making.

Chapter Timestamps:

0:00 - Sleep tracking critique

2:12 - Introduction to Gurwinder Bhogal

2:42 - The McNamara Fallacy explained

7:00 - Measuring sentiment in wartime

11:00 - Modern sentiment analysis evolution

14:00 - Stated vs revealed preferences

17:00 - Goodhart's Law discussion

18:00 - The Cobra Effect story

20:00 - Social media metrics gaming

23:00 - Twitter's influence paradox

28:00 - Health tracking compound metrics

31:00 - Exercise without metrics

33:00 - Identifiable victim effect

35:00 - Stories vs data retention

The episode of Scale Your Business With Data, Graeme Crawford sits down with Sukhi Sahni, a senior corporate executive with 20 years of experience in data-driven storytelling and brand communication. They explore how the battle for attention has shifted beyond simple views to meaningful engagement metrics, discussing how authentic human connection combined with strategic data insights drives real business outcomes in today's fragmented digital landscape. The conversation covers the evolution of marketing metrics, the impact of AI on content creation and customer journeys, and why data should be directional rather than definitive in making multi-million dollar decisions.

Chapter Timestamps:

0:00 - Meeting Customers Where They Are

3:15 - Views vs Engagement Metrics

7:00 - Multi-Touch Attribution Challenges

11:00 - Customer Journey Mapping

14:00 - The Creepy Line

17:00 - Domain Authority and AI

21:00 - Testing at Scale

24:00 - Entry-Level Jobs and AI

28:00 - Authenticity in Content

32:00 - Speed to Market

35:00 - Future of Print Media

39:00 - Local Journalism's Role

42:00 - Immigrant Perspectives

46:00 - Cultural Context in Marketing

49:00 - Closing Thoughts

The episode of Scale Your Business with Data, Josh Greene, CEO and founder of The Mather Group, discusses why Wikipedia is one of the internet's most trusted data sources and its growing importance in the AI era. Josh explains how Wikipedia's human-curated content has become a key source for large language models, making it increasingly valuable for businesses to ensure their Wikipedia presence is accurate and up-to-date. He shares insights on navigating Wikipedia's editing rules, managing online reputation, and adapting to changes in Google search results that now favor user-generated content from platforms like Reddit and Quora.

0:09 - Wikipedia's Role in Business

2:09 - Meet Josh Greene

4:02 - Why Wikipedia Matters

7:07 - Wikipedia Editors Explained

10:10 - Business Wikipedia Challenges

14:17 - Google Search Result Changes

18:17 - Reddit and Quora Opportunities

22:42 - AI and LLM Search Rankings

26:41 - Testing Your AI Presence

30:18 - Crisis Reputation Management

35:56 - Proactive Reputation Management

38:16 - Common Crisis Management Mistakes

40:59 - Recommended AI Tools