With March break upon many of us, my mind is onto more metaphysical questions – thus the subject line. What I am referring to here are metrics and measurement, a subject whose importance cannot be overemphasized. One of my favourite business mentors taught me that “what you do not measure cannot be improved”. It is a lesson that we constantly convey to our clients, as well as applying it internally. When you consider that improving conversions from 2% to 3%, for example, can mean a 50% jump in revenue, you start to take it seriously.
In the Web 1.0 world, there are numerous software measurement and metric packages that vary in sophistication and price. The one you choose depends on your type of business and the metrics you look for. In our business, and for clients, we use Google Analytics, as well as a server–based package that acts as a check and balance, so to speak. In my book, when considering data richness, ease of use, and price (free!), Google Analytics is unrivalled.
In the social media world, measurement and metric software is a fairly nascent space but it is developing rather quickly. One option I have been testing and will deploy in a number of upcoming social media campaigns is Ubervu, which measures “conversation”, “reactions”, and a variety of other metrics in the social media universe. Go to www.ubervu.com, input your company name in the “Search for Social Media Conversations” window, and click “Analyze”.
At the end of the day, it’s the not the software you pick but the fact that you do it consistently and continuously adjust. Remember: “you cannot improve that which you do not measure”.