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For brand marketers looking to figure out whether or not their Twitter investments are paying off, metrics are a big challenge.
Arguably the most prominent Twitter metric, followers, is of limited use in practice, particularly since it's so easy to game. Other metrics, such as retweets, may be slightly more meaningful, but they're often difficult to connect to the most important business KPIs as well.
Einstein may have pre-dated email marketing by many years but when he said “Not everything that can be counted counts and not everything that counts can be counted” he could have well been thinking about email marketing metrics.
Email marketing is rich in metrics; open rate, click rate, click to open, conversions, spam complaint rates, hard bounces, soft bounces, inbox placement rate, hurdle rates, unsubscribe rates, list growth rate, time spent reading, mobile opens and much more.
Unlike many marketing channels that are crying out for more meaningful metrics, the question for email is a little different.
Just which metrics to use?
I recently caught up with Tim Watson Founder of Zettasphere and Chair of the Legal & Best Practise hub at the DMA’s Email Marketing Council to find out more about the new email metrics and evaluation whitepaper he’s authored for the DMA.
Wall Street may be done beating up Facebook shares, at least for the time being, but the world's largest social network still faces significant challenges.
One of the biggest and most talked about: skyrocketing mobile usage that is making it more difficult for the company to monetize its massive audience.
While more than half of brands say that customers regularly research their products on mobile, 36% rate the customer experience they provide to mobile users as 'poor' or 'very poor'.
As more brands launch mobile sites and apps, and use mobile marketing, providing an excellent customer experience becomes ever more important, and these results suggest there is much to be done.
It’s been a week of social metrics and measurement for me.
On day one of this week’s Social Media World Forum, held at Olympia in London, I sat in no less than four different sessions on measuring the value of social.
Another discussion this morning, hosted by Waggener Edstrom on social advertising, took a similar line.
I thought it might be helpful to collate some of the quotes, learnings and case studies that were mentioned, to act as further reading or perhaps inspire new models for social media measurement.
Companies are still grappling with the issue of measuring social media, though fewer are reporting that they are unable to measure ROI (37%) compared with 47% last year.
Here's a few highlights from the report...
Earlier this week a post on the average clickthrough rates for popular Facebook brand pages reminded me of an article I wrote nearly three years ago, which was all about how to measure social media.
At the time I believed that social media sat somewhere between offline and online, as far as measurement was concerned. Yes, you can measure the hard numbers, but what about the softer metrics? Doesn’t there need to be a little room for interpretation?
Well, I still believe all of that. The key to measuring social media is to track all of the usual ‘hard’ metrics, but it’s also to step back and correlate performance against the major business KPIs. That’s pretty much the key to measuring everything. If it an engagement tactic or marketing campaign doesn't move the needle in terms of sales, satisfaction, loyalty or profit then ultimately what's the point of doing it?
Earlier this year, Twitter celebrated its 5th anniversary. The social platform now has 200m users, generates over 200m tweets and handles over 1.6bn search queries per day.
Twitter is now undoubtedly popular and many businesses use the site as a tool for marketing, PR, branding, engagement, customer service, and much more.
Despite this, companies still face barriers to getting the most value from the microblogging site, which is why Econsultancy has produced its first guide to Twitter for Business.
If your business isn't using Twitter yet, it's worth considering the value it offers for your organisation. I've been talking to a number of experts about best practice on the platform, including business benefits, tips and pitfalls, and how to measure success.
This article is the third in a series of ongoing extracts from Econsultancy's new Internet Marketing Strategy Briefing. The free-to-download report covers the most important online trends in digital marketing that currently occurring.
Topics covered within the document include customer centricity, channel diversification, data, social media and content strategy.
This extract, written by Econsultancy's US Vice President of Research, Stefan Tornquist, focuses on the ins and outs of measuring social media.
Forget 'audience', 'unique visitors' and 'page views.' Thanks to social media, more and more brands are looking to base media buys on new metrics like 'influence.'
Take, for instance, the brands that are turning to the Influencer Network put together by Condé Nast's Vogue.
AdWeek describes the Influencer Network as "a panel of some 1,000 women deemed to have sway over other women, based on how active they are on social networks like Facebook and Polyvore, a fashion site where people create collages of outfits and share them with other members."
A key part in creating a social media strategy is to ensure that you have a coherent set of measures that align with that strategy. But how do you prioritise the multitude of measures that are available to you?
Which is more valuable - a Facebook "like" or a twitter follower? This article seeks to set out why and how you can go about defining this for your own brands.
Marketing metrics are so often delivered as raw numbers. They do not help. Gleaning meaning is the art of the analyst and it's not done nearly enough.