Problem With Measurements

During the last few years the Mantra has been "we have to measure". As a result we at Rio have started measuring various easily measured metrics.
In my opinion we have never discussed "what should be measured?"
Did we ever have a discussion on what we should be measuring? Some would argue yes.
However, this affirmative answer is misleading.  The conveniently collected numbers are more popular and tend to dominate the data generated.