This week, Grant is ranting about the ways in which marketers use metrics to gauge online marketing success. Some use very broad metrics (i.e. page views increased!), while others use very narrow metrics (i.e. taking a channel-centric focus approach to online marketing), but either way Grant says you might be looking at the wrong picture. For marketers to truly understand how their online marketing efforts effect their bottom line, they must meet in the middle and use metrics that contribute to the big picture AND the bottom line.