Beyond MTTR: 7 incident metrics that matter and 3 that don't
Pets.com was an online pet supply retailer founded in 1998, during the dot-com craze. In February 2000, it raised $83 million to go public based mainly on metrics like user acquisition, website traffic, and brand recognition. However, the profit margins were minimal and the marketing costs exorbitant, which led Pets.com to file for bankruptcy nine months after its IPO. The industry now recognizes these metrics as vanity metrics.