Ted McConnell, sought-after digital consultant, former EVP Digital at ARF, and past head of digital for P&G tells a story about how one client of his, a small content company, depends upon The Digital Metrics Field Guide to make themselves smarter and to give top-notch service to their roster of large brands. The Field Guide is available here: http://bit.ly/FieldGuide_Buy
Announcing Field Guide Fridays – a companion site for The Digital Metrics Field Guide providing updates, links, points of view, debates, practices, tutorials, and interviews. The book is available for pre-order.
Field Guide Fridays address marketing, media, and advertising practitioners. People who use metrics and measurement in support of their brand-building work, but who are not uber-analysts or statisticians. Experts will find Field Guide Fridays a helpful supplemental source for the technically minded.
Expect selectivity. Plenty of sites cover the torrent of metrics news and company announcements, many exceptionally. I’ll stay with my strengths: synthesis, sense-making, strategy, practicality, and simplicity. My first topical post appears next week, and every two weeks afterwards to start.
Naturally I want this series to reflect your interests, concerns, questions, and to offer what you’d like to see: contact me with your ideas and suggestions whenever you like. With your input Field Guide Fridays should become a valuable resource that helps you and your brands use metrics in ways that contribute to their growth and yours.
One last thing. Consider putting the blog on autopilot for the ultimate convenience in receiving Field Guide Fridays. There’s a subscribe box at the top right. Your email won’t be sold or shared with third-parties, it will only be used to communicate with you.
Please join me in New York at the Sentiment Analysis Symposium Customer Insight Analytics Workshop on March 5 where I will be presenting “The Insider’s Guide to Social Media Measurement”
My morning workshop will explore the world of “humetrics” — the big shift from our industry’s age-old preoccupation with media measurement to understanding people by gauging and interpreting their digital lives. I’ll be sharing my “Digital Metrics Field Guide” to help you recognize data points not merely as impersonal dots on a trend line, percentage changes, or ratios. They are, in fact, personal — capturing what people say, do and feel in real time. Once we view digital metrics as reflecting individuals, they become characters we employ to craft compelling narratives about people and brands that we later share with our colleagues in and outside of our areas. Those narratives fortify brands with a common understanding that increases the potential to act in the best interests of customers and prospects, and to create and execute successful marketing strategies.
The Insider’s Guide to Social Media Measurement will have four sections:
- introduction and overview of social media measurement
- case studies illustrating the use of social media measures (with audience participation and comments)
- hands-on workshop. We will present three typical business scenarios and have the attendees work through them, including developing an analytic strategy, measurement plan, etc.
- wrap-up and final Q&A
I will also be joined in presenting the workshop by Vincent Santino, Associate Director of Digital Insights & Analytics at Kaplan Test Prep.
After the workshop, continue to learn from other leaders in the industry, including Amazon, American Express, Huffington Post, IBM and more at the symposium on March 6. To learn more, please visit http://www.