SES San Jose 2008: Measuring Success in a 2.0 World



(Guest Post)


The following are my notes from “Measuring Success in a 2.0 World” at Search Engine Strategies San Jose 2008.

Moderator:
* Richard Zwicky, Founder & CEO, Enquisite

Speakers:
* Jim Sterne, Target Marketing & Chairman, Web Analytics Association
* Matthew Bailey, President, SiteLogic
* Avinash Kaushik, Author, Blogger, Analytics Evangelist
* Marshall Sponder, Senior Web Analyst

Avinash Kaushik

  • Why is “2.0” such a challenge?
  • The way content is created and distributed is much different than the traditional way
  • Consumers have a choice. They can customize content the way they want and receive the information the way they want

3 key points of measuring success of Web 2.0

1. Multiplicity

  • “You can not use one set of pliers to build a house”
  • One tool can not do all. Multiple measurement tools and benchmarks are necessary to tell the complete story

2. Unique measures for a new world

  • In the Social Media world, feed subscribers is more important than unique visits

3. Unique Data Collection

  • Fake Page Views – Pollutes data with unreliable data

Jim Sterne

  • Web Metrics moves from “Reporting” to “Hearts and Minds” which leads to “Predictive Buying”
  • In SEM, focus on keywords that bring in profits, not traffic, not conversion.
  • It’s all about the profit margin
  • Page Views – it’s not the goal of the consumer, so it shouldn’t be your measurement.

Matt Bailey

  • “Captain Kirk is an analytics genius and pioneer”
  • 3 C’s of measurement: Context, Comparative, Contrast
  • Statistics should tell the story of the people (the visitors)
  • Segment the Segment: Break apart the Social Media traffic

Marshall Sponder

  • Web 2.0 is not that much different. It’s about empowering people
  • We often drive people to sites without giving them something to do
  • The best way to approach analytics is to start with a question then look for answers

Summary

I often try to find a consistent theme in the SES sessions I attend, in this session theme seemed to be “segmentation”. The more you can segment the data the better the story. The purpose of analytics is to tell the story of the customer.

Where, Why, When and How? If the data is not answering questions or telling the story of the consumer, then it’s useless data.

** John Ellis is the Senior Online Marketing Manager for ResortQuest Vacation Rentals

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