metrics

The Problem with Brand Valuation

We’re about at the midpoint between the release of Forbes’ “The World’s Most Valuable Brands” report back in last July and Interbrand’s “Best Global Brands” report which is due out on September 15th (it usually gets picked up by Businessweek.) You know those studies which report, for example, that Coca-Cola is the world’s top brand, or that Google’s brand value at $39.7BB is still way off from Apple’s at $57.4BB. So I thought now would be a good time to raise a concern I have about these methodologies.

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In Future Metric of Success May Be if 10000 People Read It

I like the concept of this - ie: metrics adjusting to reflect new realities. Plus it's nice to have an eg that is not so advertising centric. I suspect this is all a *long* way off happening though. :-)

 

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Dictatorships vs. Collectives: Strategic Metrics for Organizations

Nokia vs Apple, we can see how that one’s going, how about Google vs Facebook? What these matchups have in common is they are both between organizations with distinctly different cultures, one a collective and the other a dictatorship. I’m hoping that they are descriptive enough that it was obvious that the collectives were Nokia and Google and the dictatorships were Apple and Facebook :)

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Sales and Marketing Alignment to Drive Success with Carlos Vidal

Guest Post by: Maria Pergolino

As part of our ongoing B2B sales and marketing thought leadership interviews, I spoke with Carlos Vidal, Principal at Sales Benchmark Index (SBI). SBI is a strategic advisory firm that helps executives understand how well their sales forces are performing relative to peer group and World-Class levels. SBI is differentiated through the use of empirical data -- a repository of over 11,200 companies, across 19 industries, 11 years of history and over 315 sales metrics.

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Problems with Social Media Technologies

In the summer Hyper Happen’s Asi Sharabi wrote an anguished post about dealing with the output from social media dashboards. Luke Brynley-Jones, who is putting together a panel at Monitoring Social Media next month, asked me to talk about it. At the risk of “scooping” my contribution, this is what I wrote:

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Social Media's Promise in 2010

(NOTE: This essay draws on a chapter in my new book, Bright Lights & Dim Bulbs, which identifies nine radical branding and marketing insights for innovative business leaders to watch in 2010).

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The Difference Between Drip Marketing and Closed Loop Marketing

Guest Post by: Maria Pergolino

These terms, often used interchangeably, are different approaches to how you nurture your prospects. While they often imply use of email and online marketing, they have been used to improve the success of marketing efforts long before today’s marketing technologies were available. The increase in the terms usage is due to marketer’s ability to better implement these programs, due to email, website monitoring and web analytics, campaign tracking, and campaign optimizing allowing for A/B email and landing page testing. 

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Why Measure Engagement?

by: Ilya Vedrashko

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The formula for engagement: source

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And We Wonder Why They Laugh

by: Jonathan Salem Baskin

I'm having a hard time keeping a straight face as I read some of the latest commentary on the utility and measurement of social media.

It's not that the folks doing the commenting aren't really smart and well-intentioned. Rather, it's just that I can't help but be reminded of participants at a UFO conference, presenting detailed analyses of smudged photos and heartfelt abductee testimonies. The sincerity of evangelists doesn't make their conclusions any more true, or believable.

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Social Media ROI - A Calculator for Not for Profit Campaigns

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