Analytics are key, everyone agrees. And I agree too. But most times, at the start of these analytics focused efforts there is a strong consensus that, of course, these have to be 'good analytics', and not just any analytics. But by the time the conversation gets around to selecting the actual metrics to be used, we have wandered far into the territory of what is available, what is possible, what is measurable, or what is already measured, that we settle on something not just far from ideal or suboptimal, but something that is often counter-productive, or something that just perpetuates the old paradigms and a few years later, when many of the players have left the arena, we shake our head and wonder why we ever bothered.