Marketing Articles About Metrics

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Social Media Marketing Best Practice Tip.

I'm fond of saying that social media doesn't have 'best practices' per se, we just have 'current practices'. Those things that we know are working right now with very, very limited play in a real market. That said, I see that Mitch Joel, Six Pixels of Separation, has started a blog meme on pulling together the best practices and has challenged bloggers to write one post. I also see that Toby has already contributed some outstanding insights. Here's my take

Social Media Best Practice Tip:

Alignment: Yes, that's it. Alignment. If your organization is considering (or is well on their way) pursuing social media in your tactical marketing plans. It (social media) MUST be in complete alignment with your strategy and differentiator as an organization and in complete alignment with what you're already doing in your marketing plan.

Strategic & Differentiation Alignment:
If you've not yet read Seth Godin's book, Meatball Sundae, I highly recommend you check it out. In a nutshell, it gets after this very issue. If you're in charge of marketing for any organization that does not (and is not likely to in the future) embody openness, sharing, trust and all of those things that are required in a customer-owns-your-brand world that is social media, this might not be a strategic fit for you. Should you change, perhaps, but that's not the issue here. Just as I would rarely advise a B2B startup client to advertise on network television, there are some companies that aren't going to align on social media. One last thing - even though your company has some aligning characteristics...if your legal department doesn't, your social media marketing plan may have a hard time getting off the ground. I'm just sayin'...

Marketing Plan Alignment:
This one's a bit easier, but still a challenge, and we're still talking about alignment. If you decide to setup a Twitter account because it's cool, but you're not blogging and you're expecting things to just explode for you, that's unrealistic (but, you already knew that...) You need to align social media vehicles with that you're already doing and plan appropriately for their launch. If you have a customer database but you've never sent an email, maybe do that first...then put up the videos, then email your customers again, then get the blog going, then seed you customers with that and get the real conversation going... I'm still bullish on data and collecting it on prospects and customers (RSS subscribers and video viewers are not success metrics in the end) and employing that data in your marketing and social media efforts.

[UPDATE] One more thing... This 'social media thing' is new, and it's not...you know what I mean...right? Well, here's what I mean. Companies that do well in social media are those same types of organizations with the criteria identified by Jim Collins in Good to Great. They would meet the test of social media readiness. Examples of that criteria include: humility, acting as a servant leader, being able to accept brutal honesty, availability, a willingness to share credit (ideally, give full credit to others) and take sole responsibility and blame for failures.

(09/11/08 09:00 PM)

Is There a Magic Metric?. This content from: Duct Tape Marketing Is There a Magic Metric? There are many ways to analyze web traffic and web effectiveness. In fact, there are so many ways that most small business marketers can get overwhelmed pretty quickly. The first step of course is to begin the practice of measuring and analyzing your web site’s effectiveness [...]
(08/29/08 09:00 AM)

Managing Marketing Performance: The Role of Data, Analytics and Metrics. Performance management has been applied to various parts of a business for quite a long time, particularly when it comes to manufacturing, logistics, and product development. Applying the concept to marketing is finally coming of age. (08/26/08 09:01 AM)

The Latest SEO Trends and Metrics: What's Hot, What's Not. It takes time and experience to stay on the cutting edge of SEO, and more than likely you don't have that kind of time, considering your other marketing efforts. So here's a quick update on what's hot and what's not in the world of search engine optimization. (08/19/08 09:01 AM)

Survey: Better Data, Measurement Abilities, and ROI Metrics Boost Marketing Performance. Want to take your performance to that ideal level of highly effective and efficient marketing? It takes better access to detailed data and ROI discipline, but it also comes along with greater growth and better levels of budgets, according to the recently released study. (07/15/08 09:01 AM)

6 Best Practices for Agencies. A friend of mine who owns a small agency asked for my perspective on best practices for agencies. Here's what I sent her, which after I realized would make a blog post!... I’ve worked with about 10 or more agencies, plus many technology suppliers, and there’s a lot to improve. Let me start a few ideas that come to mind: 1) Pitches are not grounded enough in the client’s business objectives, strategy or measurements. Nor are they tailored to the ‘style’ of the company. The best pitches ‘feel’ like that agency was part of the company. I think agencies should be seen as extensions of the team, and therefore evaluated as if you were to hire them as employees. The further they are along on that path of alignment in the pitch, the better the chance to win. 2) Incentives are not aligned. Agencies want to drum up projects and bill hours. I put bonus plans in place for our agencies at Dell driven by Dell performance metrics. 3) Some agencies pitch with the best team and hand over to new employees. The team you have a year from now is rarely as good as the team you got to kick off. 4) Respect client time. Come in with an ‘answer first’ approach, with the recommendation, and with clear follow through, follow up, action steps, dates, owners…along with what we discussed last time. Clients want a sense of progress and what to do next…but done quickly. 5) Perspective. The agency... (07/09/08 09:00 PM)

Google Analytics: Using Metrics to Track and Improve Email Marketing Results. Marketing professionals know that careful, accurate, and constant campaign tracking and analysis are just as important as delivery itself. Your email marketing campaigns, integrated with Google Analytics, make this possible?and easier to do than ever before. (06/03/08 09:00 AM)

The Gap in Customer Engagement. Late post from the Forrester Marketing Forum Conference I attended a couple weeks ago. The topic was “Customer Engagement”, which is heralded by many publications as the new marketing buzzword. I love buzzwords…they get buzz! Which gets people talking, which gets people trying things, which causes failures, which creates learning, which (hopefully) creates better companies. I digress. The primary research and paper behind customer engagement was conducted by Brian Haven, who’s a great Forrester Analyst. I’ve known him for years and spoken in his workshops on Social networking and UGC. I’m a big believer in the idea of customer engagement. But I have 2 cents to add on where customer engagement comes from and where the gap is in achieving this goal in organizations. The conference was a balance of ideas to measure customer engagement, with tools, principles and experiences that result in more engaged customers. During the show I posted to Facebook “Customer Engagement is a more measured way of defining Customer Experience”. Said another way, Customer Engagement is an outcome…and outcomes (as well as inputs) are measurable. There are a lot of metrics that can point to engaged customers. I don’t think the absolute figures of these measures matter as much as trending to understand if you’re winning or losing customer engagement. But what is a point of customer engagement worth in revenue, margin or saved costs? Some of the metrics for customer engagement – such as time on site, Net Promoter, or Brand awareness -- could track... (04/23/08 09:01 PM)

3 More Dates Added for the AMA HotTopic Series | Beyond Marketing 2.0.

Thanks again to all of your who were in New York on the 20th! Due, in large part, to the super-positive feedback that we received from the event, Toby, Bill and I will be doing a total of six events, with the three in 2008 as the latest additions to the mix.

But, before we get to the dates, don't take our word for it, look at what one of the attendees from New York had to say:

I wanted to thank you, Toby, Bill and Dana for a fabulous conference. It was truly the most valuable professional development conference I have ever attended. I really appreciated the thoughtful presentations, specific case studies and valuable insights that all the presentors had to share. And the small group setting really allowed for dynamic and interactive discussion that made it possible to apply the learnings to your own work.
Please keep me on the list for any future web 2.0 professional development conferences that you give, and similarly I hope that Toby, Bill and Dana will keep me in mind if they are ever doing conferences (especially in the washington, dc area).

Thanks to everybody,

Kim Callinan
Senior Vice President

Friday, October 26th in Chicago
Friday, November 9th in Las Vegas
Friday, January 11th in Miami
Friday, February 22nd in San Diego
Friday, March 28th in Chicago

You can learn more about Beyond Marketing 2.0: Harnessing the Power of Social Media for Marketing Campaign Results by visiting the AMA website. Here's a brief rundown of the event agenda.

7:30 ... 8:15 a.m. Registration and Continental Breakfast

8:15 ... 8:30 a.m. Setting the Stage

8:30 ... 9:00 a.m. Social Media Defined

9:00 ... 10:00 a.m. The State of the Industry: Where Do You Stand?

10:00 ... 10:15 a.m. Break

10:15 ... 11:15 a.m. The Social Media Landscape

11:15 ... 12:15 p.m. RSS, Widgets and Social Syndication

12:15 ... 1:15 p.m. Lunch

1:15 ... 2:30 p.m. How Do We Measure This Thing? Social Media Metrics & ROI

2:30 ... 2:45 p.m. Break

2:45 ... 3:45 p.m. The Social Media Marketing Plan & Social Media Process

3:45 ... 4:45 Marketing Makeover: Applying Social Media in Two Parts

After several hours of exploring the ins and outs of Social Media and Web 2.0, now it's time to put our education into action!

Finally, we'll conduct a series of 'marketing makeovers' with willing participating companies in the audience. We'll dive deep into specific, emerging or hypothetical marketing challenges where Social Media tools and tactics will provide a competitive marketing edge, illustrating precisely how the Social Media tools discussed throughout the day can be applied to your individual marketing challenge.

(10/04/07 09:01 PM)

3 More Dates Added for the AMA HotTopic Series | Beyond Marketing 2.0.

But, before we get to the dates, don't take our word for it, look at what one of the attendees from New York had to say:

I wanted to thank you, Toby, Bill and Dana for a fabulous conference. It was truly the most valuable professional development conference I have ever attended. I really appreciated the thoughtful presentations, specific case studies and valuable insights that all the presentors had to share. And the small group setting really allowed for dynamic and interactive discussion that made it possible to apply the learnings to your own work.
Please keep me on the list for any future web 2.0 professional development conferences that you give, and similarly I hope that Toby, Bill and Dana will keep me in mind if they are ever doing conferences (especially in the washington, dc area).

Thanks to everybody,

Kim Callinan
Senior Vice President

Friday, October 26th in Chicago
Friday, November 9th in Las Vegas
Friday, January 11th in Miami
Friday, February 22nd in San Diego
Friday, March 28th in Chicago

You can learn more about Beyond Marketing 2.0: Harnessing the Power of Social Media for Marketing Campaign Results by visiting the AMA website. Here's a brief rundown of the event agenda.

7:30 ... 8:15 a.m. Registration and Continental Breakfast

8:15 ... 8:30 a.m. Setting the Stage

8:30 ... 9:00 a.m. Social Media Defined

9:00 ... 10:00 a.m. The State of the Industry: Where Do You Stand?

10:00 ... 10:15 a.m. Break

10:15 ... 11:15 a.m. The Social Media Landscape

11:15 ... 12:15 p.m. RSS, Widgets and Social Syndication

12:15 ... 1:15 p.m. Lunch

1:15 ... 2:30 p.m. How Do We Measure This Thing? Social Media Metrics & ROI

2:30 ... 2:45 p.m. Break

2:45 ... 3:45 p.m. The Social Media Marketing Plan & Social Media Process

3:45 ... 4:45 Marketing Makeover: Applying Social Media in Two Parts

After several hours of exploring the ins and outs of Social Media and Web 2.0, now it's time to put our education into action!

(10/03/07 09:00 PM)

Be Competent, Curious, Creative & Entrepreneurial. I was interviewing a candidate the other day and we agreed on something that is a truism. The resume is 5% of the equation to hiring great people. I once hired a Web Producer at Dell who was responsible for the Systems / PC portion of the web site (multi-billion dollars of online business). She never bought anything online and didn't own a computer at home. But...she was competent, curious, creative, and entrepreneurial (meaning she took initiative). She analyzed metrics, came up with new ideas (curious/creative), could articulate and prioritize those ideas (competent), and quickly execute. She knew how her role impacted the business and customer and took initiative to maximize that opportunity. She turned out to be, in my opinion, the best Web Producer Dell ever had. But her resume didn't say that. My two recommendations: Hire an interview people based on these factors -- general competence, curiosity creativity and entrepreneurism (proof of taking initiative) Be those things yourself to move your career forward I once talked with a COO who said his job was to 'fill the voids'. I'd add to that and say it is also to identify the voids. Any employee can recognize existing gaps when something is broken. Few people identify strategic gaps that are unseen. Few employees are 'maximizers'. So, the few that are stand out! Managers especially should identify the missing opportunity for the business, take initiative, be the leader, pull together people and resources to get it done, and follow through. In... (10/02/07 09:00 PM)

The Last Wall is About to Fall at the NYT. Donovan Building Demolition Originally uploaded by Allan M Some newspapers have tried stubbornly to resist giving away their content for free on the Web. But the New York Times is finally about to give up the ship, according to the New York Post. It already gives away most of its stories for free online—all except select Op-Ed pieces on TimesSelect. In an age of seemingly unchecked growth in online ads, subscription walls don't make a lot of sense. And with Rupert Murdoch thinking about taking down the subscription wall at WSJ.com, the Times would not be wise to become the last holdout. Scott Karp explains the disruption occurring in the media world:The new economics of media make charging for content nearly impossible because there is always someone else producing similar content for free — even if the free content isn’t “as good as” the paid content by some meaningful metric, it doesn’t matter because there’s so much content of at least proximate quality that the paid content provider has virtually no pricing power.News and commentary are no longer a scarce commodity.... (08/07/07 09:00 PM)

50-Strand Template for Building a Word-of-Mouth-Worthy Business. It’s been a month in a half since my last post. Yikes. I’m hoping you (haven't) noticed. :-)I’m back.One of the reasons for the absence has been a lot of traveling, including a trip to London. See my picture here in downtown York. U.S. history is nothing compared to a place like this! I also spent one day in the UK with David Rance, CEO of Round. I worked with David to bring a customer centricity framework into Dell several years ago. There are two powerful parts of the Round system. First is the simplicity of a baseball metaphor and measurement system. As you analyze the customer centricity of your company, you move along the bases, closer to a home run. The bases even bring a language that your people can use to explain why things don’t line up. Second is the sophisticated part of the system: the “Strands”. The Strands represent key areas in your organization, each of which can be measured towards customer centricity based on feedback within the organization…like looking in a mirror. Strands are things such as leadership style, employee engagement, customer data, marketing metrics, etc. On a jet-lagged bank holiday at David's 400-year-old house in northern England, I shared my opinions of what it took for a company to have word of mouth. David opened up his laptop, opened his software, and over the next hour we identified the key strands that are critical for a company to earn word of mouth. Brand Values Collection... (06/18/07 09:03 AM)

Decker's 15 Career Tips. This concludes my series of career tips, which was prompted by a few friends reaching out to me for advice. I'm sure I could think of more, but these are the first 15 that came to mind...and 15 is a good place to stop. Here's the list with links: Find and Follow Your Passion and Strengths Create Soundbytes for Your Personal Brand It's WHO You GET TO Know Choose Who Your Work For Take Initiative Outside Your Triangle Inform Others Connect to a Visible Brand Learn, Challenge, Fun Feed Others Go Where There's Margin Growth Always Can Do Take Bigger Risks Answer First Show and Know Metrics Never Eat Alone... (02/03/07 09:00 PM)

Career Tiip #14: Show and Know Metrics. Once I was in a meeting at Dell, and someone said the company could stop on a dime. A colleague retorted, We’d stop because of a dime!” As funny as that is, this kind of agility is only possible in a metrics-oriented culture. Friends who have left Dell for new companies are amazed at how metrics-deficient their culture is. They are shocked how employees don’t understand the basics of a PL, and so they work to add KPIs into the business that feed the PL. As a result, these new employees are MVPs to executives because they speak their language. A little over a year ago I visited my undergrad college, Cal Poly San Luis Obispo and met with the Dean of Business Marketing. I told him marketing graduates need to be more analytically-capable and trained than they were when I went to school. He agreed, and in fact they were in the midst of planning restructuring of the curriculum to focus on analytics. Demonstrating focus and proficiency in measurement will help your career. By showing a command of measuring your activities, you will appear in much better control of your area…and thus be given more responsibility. Executives will have more confidence in employees who can manage and measure, and are comforted by employees who can speak and present in their language. However, don’t make the mistake of getting stuck on the guard-rail of internal measurement. Balance your perspective with customer feedback, customer measures, and creative thinking. Make some principle-based... (01/23/07 09:01 PM)

Career Tip #1: Find and Follow Your Passion and Strengths. I've been 'pinged' for career advice from time to time. So, I’m starting on a series of perhaps 15 or 20 posts that summarize my career learnings, principles and philosophies. This is the first. For this one, I’m going to answer an email from a reader asking about finding passion and leveraging strengths. Let me share my story... Thanks to Bryan Eisenberg, I’ve got to know Roy Williams over the past 5 years. He’s a best selling author and founder of Wizard of Ads and Wizard Academy. One day I asked him for perspective and advice for my career after 3 startups and 7 years at Dell. He didn’t tell me what to do, but he’s a master of extracting essence and principle. In a private conversation in his office he crystallized my core competency. With dramatic pause he started, “Sam, you have a gift very few people have. You are multi-lingual”. “Gracias. Sé, pero apenas un poco,” I thought. But he wasn’t talking about my limited Spanish skills. What he knew about me is I enjoy metrics and can talk about the PL with the CFO. And I also enjoy creativity – I used to be a designer, love to write and have managed creative teams. And I am good at ‘translating’ between both. I enjoy using both sides of my brain. In a word, “multi-lingual”, Roy captured what it is I do. In addition to this, I’ve learned that I find fulfillment in starting, building, and growing something.... (01/07/07 09:01 PM)

Marketing Bullseye 8: Unexpected Touch. Hitting the marketing bullseye balancing measurement rigor with creative relevance. For example, Southwest Airlines maintains efficiency without losing creativity or soul. You can get a $150 flight (efficiency through operational rigor) while the flight attendant recites FAA rules impersonating Robert Deniro (creativity and ‘soul’). Up until now I’ve posted blog entries in the longitude dimension of the marketing bullseye --metrics, optimization, and finance. Now, for a principle in the “latitude” dimension. These will be posts about purposeful creativity, first brain marketing, salience, and principles that drive word of mouth. This post covers a strategy that creates word of mouth and loyalty but may lack empirical justification: The Unexpected Touch. When is the last time you were surprised and delighted by a small unexpected gesture from a company? The reason the unexpected touch works is because neither you nor I can think of an answer! The key to this principle is found in the meaning of the words Unexpected and Touch. I use these on purpose… UnexpectedTo be unexpected, you should choose to do something that goes outside the range of what the most demanding customer may expect from the product or service you provide. It is different than adding a great feature or executing perfectly on service. Here’s an example:I love my iPod, yet it has many features I don’t use. If Apple put a dollar more of software features (conceptually), it wouldn’t make as much impact as a dollar they put into the premium packaging (which I haven’t thrown... (08/30/06 09:02 PM)

Search marketing works for B2B, too.. Thanks to a reader, I learned that there was a 'B2B Case Study' session at the recent Search Engine Strategies conference in San Francisco. The article reviewing the session, titled, Search marketing works for B2B, too, starts with this gem:

"Most people assume search marketing works only to reach consumers, but it's actually quite effective for businesses wishing to connect with other businesses, as well."

Um, I'd counter that SEM is more effective for B2B, but I think this comment just shows the lack of knowledge of the author--obviously B2B is off the charts for some folks. The article throws up comments about basic SEM for B2B but this bit is probably of interest B2Blog readers:

"Rick Brown, President of NetTrack closed out the session with a discussion of the effectiveness of paid inclusion in vertical aggregator sites like ThomasNet, GlobalSpec and Industrial Quick Search. Brown articulated his endorsement of such aggregators cautiously, saying that they can bring in relevant traffic as well as provide valuable links to a company's homepage but that many of the metrics such websites use to promote their services (such as "reach," "page views," and "brand activity") don't have much impact on a client's bottom line.

He also noted that the value of the links from content aggregators is highest when the landing page can be controlled and there is a one to one relationship between the product category being searched and the landing page on a firm's website. Brown suggested than firms who invest in paid inclusion on a vertical aggregator site have their own analytics like ClickTracks to determine the value of the traffic coming in from sites like Industrial Quick Search. "

Um, get an analytics program? Duh. What most B2B folks don't do is actually look at the data and ponder its meaning.

One thing that Rick Brown said that is innovative, is that he proposes a 1-to-1 relationship between the seller's landing page and the product categories on the directories. I've opined before that part of the problem with directories is that once the user clicks-thru, they have to start their search over again.

BTW: A rather interesting post by Marketing Headhunter Harry Joiner about a SEO specialist looking for a new job. Key fact: $125-150K pay for specialists at SEO agencies. Wow! (08/28/06 09:03 PM)

Marketing Bullseye 7: 12 Steps to use Metrics to Get In the Heart of Your Business. I have spoke at several conferences on 12 principles to put eBusiness into the heart of your business. However, these principles are applicable to bring about any change to the center of your culture – assuming your culture cares about metrics. Tthere is a heart in your business. It is often hard to articulate, but you know the people, meetings, and general culture from which most decisions and actions originate. Your project, program or department may or may not be in on this heart of the business. Often times, eBusiness is not at the heart of a corporation, for example. Usually, change leaders are not at the center of day to day business. They are running the marathon and everyone in the day-to-day around them is running a sprint. So how do you make change happen that hits the marketing bullseye? The best way to get into the heart of the business is to use metrics. Metrics can’t be ignored. They force attention of sprinters who are looking at metrics every day. And, they most importantly, they get the attention of senior management. They give something for people to put on their resume. And they give your overachieving peers something to work towards. The strategy is to create a system around you using metrics to build momentum for the right (bulls eye) projects, programs and initiatives. Here are 12 Steps to use metrics to get to the heart of your business, in a Ready, Aim Fire approach: Ready1. Democratize –... (08/14/06 09:02 PM)

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