8 Ways We Deceive Ourselves With Metrics (And How To Avoid Them), Part I

This blog from  is the first part of a two part series which examines many of the problems encountered when using metrics in evaluation and is particularly focused on what the writer terms, 'self-delusion'.   

" [H]ere are eight common ways we unconsciously self-deceive using stats, ignorance, bad logic, or other wily human tricks. I’ll present them as encouragements − makes them funnier that way − so you can recognize when they might occur and be prepared to challenge yourself.

To encourage your own self-deception, it helps if you let yourself:

  • #1: Be Innumerate
  • #2: Start With your Wished-For Outcome… Then Look For Supporting Proof
  • #3: Take Credit For Forces Beyond Your Control
  • #4 Settle for Industry Averages"


Quarto-vonTivadar, J. (2012, October 3). 8 ways we deceive ourselves with metrics (and how to avoid them), Part I. Retrieved from http://marketingland.com/oh-what-a-tangled-web-we-weave-23181

No votes yet
Rate this Resource:
This resource is useful for:
A special thanks to this page's contributors


There are currently no comments. Be the first to comment on this page!

Add new comment

Login Login and comment as BetterEvaluation member or simply fill out the fields below.