measurement Archives - Page 3 of 3

29 January 2009 / 5 Comments

Influence Scorecard – defining influence measurement for organisational performance management

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When I first decided to write The Social Web Analytics eBook 2008, I had no idea it would attract over 10,000 downloads in 100 days. And why does it continue to be downloaded 1,000 times a month? In hindsight, the reasons are plain:

Listening to and learning from all our stakeholders is a widely and keenly felt desire
Acquiring a grasp of the reputation our company and brands have notched up must constitute a key organisational performance metric for anyone
Understanding how our interaction and dialogue with our stakeholders contributes to the achievement of our marketing and communications objectives helps us quantify how well we are meeting those objectives. Read more

1 July 2008 / 6 Comments

The Social Web Analytics eBook 2008

Social Web Analytics (SWA) is the application of search, indexing, semantic analysis and business intelligence technologies to the task of identifying, tracking, listening to and participating in the distributed conversations about a particular brand, product or issue, with emphasis on quantifying the trend in each conversation's sentiment and influence.

The advent of SWA is a pivotal moment in the development of the marketing communications industry.

It's just over ten weeks since I posted about my intention to write an ebook on social Web analytics, and now it's done. The ebook is hosted at www.socialwebanalytics.com, or you can simply click here to download it.

I do hope the ebook stimulates discussion and debate about this vital and nascent field, and look forward to the ongoing "distributed conversation". Love to know what you think.

Thanks to Larry Weber, David Meerman Scott, Brian Solis and the Social Web Analytics vendors for their support and contributions.

29 February 2008 / 0 Comments

Engagement Mapping: the what but not the how

When does advertising pay? Apparently, we're getting closer to knowing courtesy of Microsoft.

The advancement from paying for eyeballs (CPM – cost per thousand times an ad is shown) to paying for click-throughs (CPC – cost per click), appeared at the time to be the ad industry’s nirvana. And then came click-fraud and CPA.

Now if only ‘A’ stood for Acquisition, then we could all go home. Pay £1 ad cost every time you acquire a new customer for your new £50 gizmo (ie, a sale), and advertising becomes a predictable and precisely quantified cost of sale. In this instance, 2% exactly; not 1.9% nor 2.1%.

But that ‘A’ means Action, and that Action may be an acquisition, but more generally it refers to getting a prospect to fill out a form, leave their contact details, sign up for a newsletter, etc. Mmmm, still as much an art as a science then. Read more

4 February 2008 / 2 Comments

Does your campaign measure up to search?

The evaluation of PR campaign effectiveness is controversial. Forget for a moment the inadequate practitioners that insist all PR must have a benefit so better just get on with it than devote energy to measuring it, and you're left with an array of evaluation processes as diverse as the number of agencies.

Return on investment

The most over-used term is ROI. And that applies to all marketing disciplines not just PR. For example, I posted last week about the winners of OnMedia's Best of Broadband Advertising awards, yet when you read the rationale justifying OnMedia's selections only three out of ten make an attempt to link the campaign to a fillip to the client's bottom line. "Creative" and "ROI" are not synonymous. Read more