Big Data Questions ≠ Measurement Questions

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Big Data Questions ≠ Measurement Questions

Far too often, marketers can assume measurement questions are also big data questions. This is not the case. This assumption can distract marketers from measuring enough — or at all. Here are a some articles reminding us of measurement’s importance in marketing and how to do it.

Storified by Media Is Power · Wed, Nov 21 2012 09:42:48

1) Content sharing has evolved well past link shorteneranalytics. We need to look at the whole field differently, including how itrolls up into larger key performance indicators and how it overlaps withcontent engagement metrics.

Why Your Content Sharing Metrics Are Probably Wrong! | Business 2 CommunityOne of the greatest challenges for social media services firms is providing accurate success metrics to their clients. Business owners in…
2) Channeling Sir Martin Sorrell, econsultancy argues whymeasuring value is a grey swan (known issue) and what we can do to betterattribute a broader range of consumer actions with marketer efforts.
The grey swan of marketing: measuring valueAdvertising guru Sir Martin Sorrel talked about the ‘four grey swans’ affecting the global economy when he released WPPs quarterly figure…

3) Real-Time Bidding Platforms are getting a lot of industryattention. They have a role in online planning and buying, but choosing theright one is critical. MediaPost details several factors to consider during theselection process.

MediaPost Publications Use An Analytic Approach To Choose An RTB Platform 09/13/2012We see how the digital media ecosystem is rapidly shifting from planned negotiated buys to a more dynamic environment where advertisers a…
4) Adometry makes a much-needed point about looking beyondthe click to build more effective online media campaigns.
Data and Frequency Capping Can Drive Better Media Buying: Q&A | Database Marketing content from Chief MarketerMedia planners have traditionally relied on measurements such as clicks and unique visitors to guide their online buys, says Adometry vic…

Kevin Dugan – has written 53 posts on this site.
My content creation habits were formed as a kid -- filling notebooks with writing and taking stacks of pictures. These habits have evolved through my 20 years in marketing, as I’ve been immersed in all forms of content, social media and online technology. As Editor-In-Chief of Media is Power, I guide editorial strategy and ensure your needs are met. This is one way I help tell The Empower Group’s story as the director of marketing.

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2 Responses to “Big Data Questions ≠ Measurement Questions”

  1. Marty DeWitt
    November 22, 2012 at 11:55 pm #

    I agree. Many businesses get wrapped up in going after as much of the easy-to-get data as possible. Their thinking being that more is always better.

    We (marketing analytics professionals) are very good at measuring the impact of individual events, e.g., a campaign, or everything that happens on a single platform, e.g, website activity by a customer. The “Gray Swan” article above says it best… We need to start with the business goals and design our marketing analytics around measuring business goals. Taking this approach will lead most businesses to understand they need to track a single customer (and multiple customers from a single company) across platforms, and throughout the marketing-sales-customer experience process. Only by doing this can we begin to understand what interactions build customer value for our businesses.


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