“When it comes to metrics and campaign tracking, one of the easiest mistakes you can make is to focus on ‘vanity metrics’, instead of the metrics that really matter. Vanity metrics are things like page views, number of followers or the number of downloads of your free report. They make you feel good, but they don’t actually add anything to your bottom line .”
Characteristic of social mia is that you can measure a great deal, much easier than with traditional mia. In his buy bulk sms service book The Digital Metrics Field Guide (aff.), for example, Rappaport describes 197 metrics bas on a literature study with 150 studies and 12 essays. At the table in the boardroom, however, the question will always be ask: ‘What does that give us?’ To what extent do social mia contribute to the desir behavior in terms of (inter-)action with the brand and purchase of a product or service?
Impact versus effort?
We also present our thinking about social mia metrics and model heuristics to a number of partner marcom agencies (namely: Huug Barendrecht from Holland Spoor, Ronald van Schaik from Kaliber, Bart van der Kooi from Kaiola and Menno Urbanus from R2Research). I also incorporat their feback (for which many thanks!). Against that background, here is another tip:
Create an impact-effort matrix, categorizing KPIs and metrics into how important they are (impact) and how much effort it takes to measure them (effort).
My experience is that this is where it often goes wrong. There are beautiful KPIs us, but it takes too much effort to be able to measure them (…). That is why people still opt for the ‘vanity metrics’ as you also call them. – Bart van der Kooi (author of The social mia model book ).
We can fully agree with this: in professional practice, the selection of relevant metrics naturally also involves the working time that reasons why upvc windows manufacturer in mumbai might be ideal for urban homes? must be invest, in addition to regular reporting in order to monitor, learn and improve.
Google Attribution
During MIE 2018, Measurement & Attribution specialist Boudewijn Beks announc Google Attribution . to Google europe email Adwords and Google Analytics, which could also be very interesting in the context of impact versus effort. Google Attribution measures fractional (data-driven) attribution across all channels and all devices bas on impressions, so the (assign) value of all online touch points on conversion: “ A single source of truth for all mia”.This is a new tool .
