Diva Marketing Talks  

Tips From The Diva Bag: Blog Analytics A Step Towards Credibility?? From  Marianne Richmond and Peter Kim

Complements of Marianne Richmond, Resonance Partnership

• Forget trying to find the Holy Grail definition or measurement and focus on what you want the end result to be...what you want your customer to do, believe, experience or think OR what role you want a specific media channel to play to achieve the end result.  Once you know the desired outcome, then what it takes to get there... the metrics should fall out from there.

• Accurate targeting is critical success factor. Bad targeting=false metrics.

• All or nothing statements like "the page view is dead" will kill you....there never was and never will be one single one size fits all measurement except for sales and profits.

Complements of  Peter Kim, Forrester Research

• Be free.  There are many good packages available for no cost that provide excellent metrics.

• Think simple.  Social media analytics work differently - focus on a few key indicators to start.

• Don't obsess.  Metrics should help fine tune your communication strategy, not drive it.