Ignoring Business Context
No KPI exists in a vacuum.
CPA that is acceptable for:
- High-margin products
- Long lifetime value customers
- Subscription models
May be unacceptable for:
- Low-margin retail
- One-time purchases
- Price-sensitive segments
Without understanding:
- Margin
- Lifetime value
- Operational capacity
- Sales closing rate (for leads)
Optimisation decisions risk being disconnected from business reality.
Data without context creates false precision.