I love measuring things and making changes based on measurement. It's my thing. It's why I love Web analytics. It's why I like metrics and charts and graphs and all that.
However, it's always important to remember that not everything is really well-served by being yoked to a series of key performance indicators. There are new things that no one has ever seen, for example.
True innovation in the tech and real estate industry is something that may not be easily measured and tweaked.
It's almost as if there are two competing processes at work. On the one hand is data-based decision-making. This process involves you looking at the data you're generating about how people use your website or engage with you on sites that aren't your website.