2. How useful is the information? Always begin by reminding yourself that the fact that some activity is measureable does not make it worth measuring, indeed, the ease of measuring may be inversely proportional to the significance of what is measured. To put it another way, ask yourself, is what you are measuring a proxy for what you really want to know? If the information is not very useful or not a good proxy for what you’re really aiming at, you’re probably better off not measuring it.
