The Top 10 Most Underappreciated Metrics To Track in 2008 &# ...

This post is the continuation of a topic I started yesterday all about the right metrics to focus on and how many marketing teams may be using the wrong ones without realizing it.  In Part I, I shared 10 meaningless metrics that brands should consider moving away from.  Most of those metrics are either based

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The Top 10 Most Overused Metrics of 2007 – Part I

We all know marketers love metrics.  Flashy award winning campaigns are great and celebrity spokespersons are always appealing, but most of the time we try to base judging the success of a campaign on hard and fast metrics.  The only problem is, many times the metrics that marketers use to gauge success are wrong, inaccurate,

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The Great Recycling Myth and Your Marketing Data

With all of the attention on global warming and what each of us could do, there is an interesting paradox that you may not realize which is happening right under your nose at work.  I was reminded of it again as I came across a Dilbert comic that sums up the issue in three short

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Thinking Outside the Demographic – Why Customer Passio ...

If you have been in marketing for any amount of time, you know how omniprescent demographics are.  The first question most marketing teams will focus on is "what’s our target demographic?"  Demographics are what media is bought by and what media properties define themselves by.  Ask any online community about their core audience, and they

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Influential Marketing Blog Featured in Wall Street Journal

Many of you may have already caught this yesterday, but this blog was cited in the Recommended Reading  section of the Wall Street Journal yesterday in an article by Keith Huang.  As Jay Berkowitz from Ten Golden Rules shares on his team blog, my blog was one of 60 resources that they recommended to the

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Why Everyone Hates To Love Technorati (But Does Anyway)

For all of the criticism about Technorati’s inconsistent ranking figures or recent team changes, the one thing the site has intuitively understood from the beginning is the inherent desire for bloggers to be ranked.  Though there are lots of industry based lists (such as the Power150, Viral Garden Top25, and Peter Kim’s newly launched M20)

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Finding Social Search at SES NY 07

I had the opportunity to participate in a panel discussion yesterday at the Search Engine Strategies show in NY all about Social Media Optimization.  It was interesting to see how the idea has progressed and search pros are implementing tactics and techniques for social media marketing.  Though I didn’t agree with all of the views

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The ROI of Blogging: Share Your Top 5 Stories

Two months ago, Charlene Li of Forrester produced a report on the ROI of blogging by comparing the relative spend on blogs to the spend required for focus group based research.  While some people immediately pointed out flaws in this reasoning, it was a great first step towards trying to define a model for measuring

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How to Create a Microbrand Like GapingVoid

It might sometimes seem like everything is going micro.  With microlending, loans are getting smaller.  With online video, entertainment is getting shorter.  Technology devices are, of course, getting smaller. Micro is hot.  So it should come as no surprise that the next big thing coming fast into the marketing world is actually a little thing:

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A Friday Question: Do We Need Platformism?

This idea is sure to rile some people up.  We are all familiar with the concepts of other "isms" where we are judged based solely on looks, race, physical appearance or some other subjective measure.  Sexism, Racism, Elitism … these are things no one likes, and most educated people know these are wrong.  The issue

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