Metrics.
March 6th, 2008 by caseyAlong with nearly everything else we do, say and think about as marketers, the way we measure and track performance is changing as well. There are tons of different theories and hundreds of different agencies who say they’ve found the golden ticket, but to me, the reality is that there are only (2) things that really matter:
- # of Google searches for your brand/product/service/etc
- Net Promoter Score
Everything else seems pretty meaningless when you think about it. How many people are actively searching you out and how many people are telling their peers, coworkers, friends and family to check you out. Market research is a billion dollar industry and most are ignoring these simple, yet powerful measures.
March 8th, 2008 at 12:24 pm
How about leads, recommendations, participation (via comments, tool usage, etc.), printing of store locator results, etc.?
March 9th, 2008 at 1:26 pm
Casey — agreed. If you’re shifting net promoter in the right direction it’s really all you ultimately need to know. One way or another if more people are recommending your product to family and friends, you’re gonna to sell more of it.
Net Promoter is a great ’state of the nation’ metric. Problem with it from a marketers stand-point is that it doesn’t tell you about the specific issues or barriers at play with your brand that you need to fix. For that you need a more forensic approach - at least partly incorporating social media analysis IMO.
March 9th, 2008 at 8:10 pm
JMo- You’re right. I still need to figure out what “file” I put a social media practice in. I think it’s really a blend of mostly everything we know: media, creative, research and tracking. Whether or not we call it metrics, it’s vital that you’re using that space for both learning and igniting.