I gave Giff Constable, VP of Biz Dev at the Electric Sheep Company, permission to post an email I wrote concerning metrics. You can read it here. I had written this in response to questions on a listserve about Second Life business.

The general accepted advice in the field is, “Get your client to commit up front what the most imporant metrics will be for each campaign and/or effort.” I argue that we may sometimes spend more time with  ROI on what’s the most easily measured and not necessarily on what’s the most important to the goals at hand.