Transcription
thing called Good Hart's law, which is any metric that becomes a target, loses its value as a metric. In other words, it creates its own distortions in behavior.
One of the things I regard as highly dubious at the moment is that there's an enormous drive to interacting in digital media. Not a ridiculous thing to do to some degree, but it's reached a point where people are defining their customers as those people who are prepared to interact with them in low-cost channels with the minimum of persuasion.
Yes, it's a very good idea if you can to sell to those people who are prepared to be sold to very cheaply or who are prepared to buy on impulse or who are you susceptible to promotional offers. Not a crazy thing. However, what then starts to happen is you define your customer universe as those people who are prepared to interact with us in low-cost channels.