DR. WHAW? Sunday Digest – Week-ending October 4, 2009

October 4, 2009 at 4:22 PM Leave a comment

This week was another hectic one for me.  I moved for the eighth time since I graduated from college in May.  I’m finally starting to make some real plans for my trip to Sydney, Australia, next month, and I couldn’t be more excited.  I’m also finally starting to make some real progress in the job search, I think.  So here it is, what I Didn’t Read While Hard At Work this week.

DR. WHAW? Sunday Digest – Week-ending October 4, 2009

1. The metric that’s killing Web innovation from SmartBrief — You know me, I’m all about measurement, and this post caught my eye because it’s important to understand the assumptions behind measurements as well as the implications.  Shelby Bonnie argues that measuring the success of campaigns online by the cost-per-thousand impressions is stifling innovation.  Because this metric makes it seem as though impressions or eyeballs are the most important thing, it stops marketers from engaging with consumers online, which can be a very valuable practice.

2. Random metric names and symbols is not an equation from Random Acts of Data — I can’t express enough how awesome this post is.  Absolutely brilliant!  I’m all about finding ways to measure what has yet to be measured, but this a great step-by-step breakdown as to why some measurements are just not accurate or logical.  I encourage anyone who is still new to measurement or just starting to look through this post.  It will take some time, but it’s really worth it.  It will help you learn and better understand what works and what doesn’t.

3. Brand Measurement: Analytics & Metrics for Branding Campaigns by Avinash Kaushik — There are lots of different metrics and measurement tools out there these days, and I liked that this post focused on branding campaigns.  This is a great for those seeking to understand the outcome and influence of a branding campaign.  It doesn’t necessarily focus upon specific tools, but it helps further understanding of how to quantify and calculate outcomes.

4. The Twitter 20 Interview on Social Media ROI by Jay Baer — If you’re still new to the measurement arena, you need to know the name Olivier Blanchard if you don’t already.  This is a great interview with one of the experts in the emerging field of social media measurement.  He discusses the ROI of social media among other things, and this is a great introduction to measurement.

5. Put Your Metrics to Work for You from MarketingProfs — So by now I hope I have convinced you that you absolutely need to be spending time with measurement.  But are you really doing it right?  If you’re measuring for the sake of measuring (or because I told ya so), then you may not be getting as much out of your metrics as you could be.  I promise you there is value, and these tips will help you find it.

6. Suddenly, Outcomes Are Everywhere by Katie Paine — If for no other reason, this post is worth reading because it’s written by the queen of measurement herself.  While Katie Paine has been advocating for measurement in public relations for years, it is just now becoming a mainstream, accepted concept.  This post outlines six recent trends that show measurement is becoming more and more used.  And why is this important?  Because it means that you absolutely need to be paying attention.

7. The Numbers Just Don’t Add Up by Jim Sterne — I’m not so sure how I feel about this article.  It’s a fictional story in which you discuss measurement with the CMO of your company.  What it comes down is that the author believes that the numbers don’t have to be accurate, just compelling.  I understand that there are things that we may not be able to measure exactly, but I don’t think it means we shouldn’t try.  Maybe that’s the naive professional in me, what do you think?  Should be we settle for compelling?

These are the absolute best articles I read this week, and I am so excited to share them with you.  Tell me what you think, I’d love to have more of a dialogue here, but I’m not quite sure how to make that happen.


Entry filed under: Branding, DR. WHAW?, Marketing, Measurement, PR metrics, public relations, Social Media, Twitter. Tags: , , , , , , , .

Why do we call it ROI? Let’s call it what it is. DR. WHAW? – October 5, 2009

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