From Avinash Kaushiks blogpost about "the so what question".
Ask every web metric you report the question “so what” three times.
Each question provides an answer that in turn raises another question (a “so what” again). If at the third “so what” you don’t get a recommendation for an action you should take, you have the wrong metric. Kill it.
Read more on:
http://www.kaushik.net/avinash/2010/03/kill-useless-web-metrics-apply-so-what-test.html
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