> I don't think we will ever stop in finding ways of measuring productivity. In a sense, measurement is fundamental as it helps us determine the truth. Look at how important measurement is in the sciences and in engineering.

Beware of cargo-cult :). I'm not saying it to you personally - but I can imagine some manager or marketer saying those words and meaning that "if measuring is so important in science and engineering then it must be good, therefore let's use measuring!". Measurements are only as good as the questions you want them to answer; ask about wrong things, and even the best data will lead you astray.