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Mike Alexander's avatar

The thing that immediately strikes me with this metric-gaming is the similarities with internet search. Google revolutionised internet search with a simple idea from network theory - the importance of a web page can be gauged by how many incoming links there are. To put it crudely, if everyone is linking to this web page, it must be important!

It wasn't long before people started looking for ways to game the page-ranking system. You soon had paid links, link exchanges (you scratch my back, I'll scratch yours), link farms, hidden links (in white-on-white text); you had people registering multiple domain names, all linking to each other. In the early days, Google didn't even look at whether content was hidden, or if the links came from a page whose content was even vaguely relevant to the target.

Until social media became the dominant marketing arena, there was a constant arms-race between Google and so-called Search Engine Optimizers, a battle between gaming and game-proofing the system.

Fortunately I don't have to involve myself with this nonsense any more. It's probably going on in some other form, both in search and social media marketing.

duncan cairncross's avatar

Goodhart’s law⌘ says that if you set a metric as a target, it becomes useless for measurement. People will game it.

Half true

YES - People will game it!!

But you still NEED measurements and "Targets" if you are going to drive improvements

So it does NOT - Become useless for measurement. -

Your "metric" is still useful and nessesary -

But you need to be very sceptical and keep a close eye on it -

And NEVER use just ONE metric as a target

It's much more difficult to "game" it if you have to meet a number of targets

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