By Samantha Karol
Marketing Assistant, CPX Interactive
This week, I attended my first industry event, OMMA Metrics & Measurement. The day-long conference was a combination of keynote presentations and panel discussions with insight from industry experts. Jeffrey Eisenberg, Co-founder and CEO of FutureNow, Inc., started the day off by speaking on "The State of the Union for the Metrics Industry." Jeffrey gave the metrics industry a report card, rating performance in 2009 thus far. The grades were:
Technology: A-
Training: B-
Client Benefit: D
He explained the low client benefit grade as a result of not seeing enough improvement. Jeffrey emphasized the importance of a continuous improvement process: plan, then measure, then improve, and start the process over again as many times as you need to. Why bother to measure data if you won't act on it? Jeffrey asked.
There were seven panels over the course of the day that covered topics including audience measurement, campaign attribution, and integrating online and offline data. The one that most interested me was on measuring social media. The panel discussed the most effective ways to measure success, and factors such as impact, conversation generated, and whether or not you have accomplished your objectives.
Several of the panelists emphasized the importance of generating conversation and being aware of the conversation about your company that is going on across the Web. Success can be measured by the sphere of influence a company is able to develop with their social media content. Who is talking about your brand is almost as important as what they're saying. The Internet allows us to observe these things, and we should take advantage of this opportunity by crafting the best possible response.
One of the reasons CPX Interactive has gotten so involved in Web 2.0 is because we want to be a part of the conversation. These and other metrics strategies will definitely be integrated into our social media pages in the future.
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