After starting the engine, we must continually check the dashboard to optimize fuel consumption. For those who do not love research, this chapter explains critical terms in layman's language to avoid beginner's mistakes when doing business analytics. Similar to a car's dashboard, we need a few useful metrics such as speed, ambient temperature and fuel consumption to improve our performance. Comprehensive metrics empower us to demonstrate how social media marketing, word of mouth (WOM), and social sharing help achieve corporate objectives (e. g., increase sales and/or reduce costs by x percent). Unless we successfully link these measures to strategic objectives, management is unlikely to be interested in social media outcomes.