Avinash’s last post attempted to describe The Difference Between Web Reporting and Web Analysis. While I have some quibbles with the core content of the post — the difference between reporting and analysis — I take real issue with the general tone that “reporting = non-value-add data puking.” I’ve always felt …
Displaying All Posts Filed under the "Metrics" Category
In yesterday’s post, I laid out a framework of measurement tools for social media measurement and analysis. This post goes a little deeper into how I see the relationship between the two twitter tools I listed there: Twitalyzer and TweetReach. Let’s say you’re Chipotle. You’re not nearly as awesome as Freebirds, …
Fundamental marketing measurement best practices apply to social media as much as they apply to email marketing and web site analytics. It all begins with clear objectives and well-formed key performance indicators (KPIs). The metrics that are actually available are irrelevant when it comes to establishing clear objectives, but they …
We tried a new format at last week’s Columbus Web Analytics Wednesday, in that we had three completely unrelated presentations, and we kept the entire presentation period to right at a half hour. Mathematically, that gave us 10 minutes per presentation, and we split the time between formal presenting and …
Why Do We Want Benchmarks in the First Place? As Garrison Keillor says every week, in Lake Wobegon, “all the kids are above average.” If we can simply be “above average,” then we know we’re pulling away from mediocrity. And that’s what we want with benchmarks — we want to …
Here’s a quick post sharing a printable reference for establishing clean, clear, and appropriate KPIs for a project. This was something that Matt Coen, one of my peers at Resource Interactive, and I developed in response to some internal requests coming out of a measurement class that we teach both internally and …