In How to Measure Anything, Douglas Hubbard warns about a common psychological tendency to track what is easy to measure instead of what can inform good decisions. Hubbard says that information is valuable if it reduces uncertainty about decisions, and that the “value of measuring a variable is often inversely proportional to the attention it gets”. Knowing that we need to decide whether or not to continue investing in an area of a map, we can design measurements that would inform this decision.
