It was not quite long ago that I was sitting down and analyzing numbers from my latest museum project, its social metrics, visitor counts, google analytics and other random geeky tools I dug up or chanced upon from the Internet. And it crossed my mind, that i was merely peeking into a singular window of statistics and data, getting sunk into a data wormhole of one museum and being close to myopic in vision and judgement. Yes, I had plenty of metrics to drool on, and they would be enough for me to beat my drum in another adrenalized conference. But I had a nagging feeling that without any reference data, metrics of other museums in my neighborhood, their audience activities, and data that could be compared with, I had no right to claim that my project was successful! After all, in today’s world we are all interconnected and that includes museums too. And what about social change affected by my project? Did my data in any form displayed that? Or initiating acts of socially conscious projects that I have been working on for the last few years? How could I be sure that by merely gathering social metrics data of a museum project that I had effected some sort of new conscientious or altruistic thinking among my audience?