MattJMcD.com - Latest Comments in Why Metrics Are Irrelevant

Re: Why Metrics Are Irrelevant

Nathania Johnson — Thu, 01 Nov 2007 00:22:05 -0000

You can measure ROI through traditional media and many companies do. One way is to put different telephone numbers on ads. The broadcast or publication that the ad is placed in should be able to give you pretty good numbers on how many people saw the ad.

However, much of traditional media is for branding purposes.

I dare say that at times, conversation marketing via social media is the measurement not the marketing. Ok, I gotta go write a piece about that.

Re: Why Metrics Are Irrelevant

Matt J McDonald — Tue, 30 Oct 2007 10:28:18 -0000

@Kate
No, thank you for reading (and commenting). I agree that risks have to be taken to make any real progress.

@John
I agree with you that social media needs a justification in terms of launching a campaign, but my point was that because it isn't as measurable as standard online fare, people are scared to use it. And for TV ads, I know you can estimate the effectiveness, but it's just that, an estimate. Ballparking things is a useful tactic, but online you can measure the direct effectiveness of a particular piece of copy or banner ad in detail that's not available in other mediums. I agree we need to figure out a way to measure something, but we need to be flexible and insightful in setting our standards.

Re: Why Metrics Are Irrelevant

Kate — Tue, 30 Oct 2007 00:39:20 -0000

Thank you!! For too long marketers have been using metrics and ROI numbers to justify their actions or, more often, cover their asses. Discount codes to regulate sales are not effective, especially with most people now savvy enough to search for them online.

It's a different world, and one that can't be conquered without taking some risks along the way. The marketers that don't stand behind their decisions, even in the absence of metrics, while wind up being left behind...