Posts Tagged “metrics”

Measuring Outcomes Not Outputs


Just imagine that you’re running a business and that instead of tracking sales & revenue you only measured how many units you shipped to your vendors. Samsung was recently ridiculed for announcing that they had shipped one million Galaxy Tabs but sold only twenty thousand. The shipped figure is meaningless unless it results in equivalent sales. However public relations companies do this every day for their clients by measuring only outputs not the outcomes.

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Post Under Advice, Marketing, Social Media October 10, 2011

Social Media is a SCAM


Social Media still has a dubious reputation in parts of the business world. Many people believe that its claims are bogus and that its evangelists, people like me, are charlatans. They essentially believe that the whole thing is a scam. Especially those that advocate the use of social media for marketing.

Well, let me tell you not only is social media marketing a scam the very best social media marketing incorporates all the elements of SCAM. To do otherwise is just being unnecessarily risky with your money: Read More

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Post Under Advice, Marketing, Social Media April 23, 2010

The Importance of Metrics


Recently I was asked to do some consulting for a company. They were developing a strategy for their online presence and wanted some assistance. The strategy involved a lot of social media and made some fairly bold claims about the returns on their investment. Upon seeing this, the first question I asked was where was the research to back these claims. There was none, and worse there was no budget to do any market research. Fortunately they had a year’s worth of web metrics that I was able to analyse and offer some practical solutions.

Metrics are often under-utilised as a market research tool, whether it be the number of hits on a website or which demographic is watching a video. Careful analysis of your metrics can yield a wealth of information that you can then use to help develop your digital strategies. Here are three:
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Post Under Business, Marketing, Social Media April 21, 2010
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