Excellent Analytics Tip #20: Measuring Digital "Brand Strength"

44 Comments | Print | PDF
beautiful_cluster.jpg

A lot of digital analytics focuses on direct response (conversions, leads, etc.). But there is an additional valuable, and sexy, focus of our marketing we don't give enough analytical love: Branding!

It is sad that we spend so little time on brand analysis, primarily because 1. there is such little accountability to brand marketing and 2. it is such a strategic part of any business.

So let's fix that problem in this blog post. Let's become BFFs with a lovely hidden gem that helps you leverage one of the largest source of data on the planet to understand the strength of your brand over time.

[Bonus One: Read: Brand Measurement:…

Keep reading: Excellent Analytics Tip #20: Measuring Digital "Brand Strength" »

You Are What You Measure, So Choose Your KPIs (Incentives) Wisely!

61 Comments | Print | PDF
Choice

 Yes, data is important. Helps make marketing better. Makes for smart organizations. Blah, blah, blah. You know the drill: Measure. Find insights. Take action. (Or die trying.) Ascend to corporate heaven. While there is a great deal of appreciation for the power of metrics/data, I've come to realize that Sr. Leaders don't quite appreciate the deep, and often corrosive, consequences of choosing metric x over metric y as a key performance indicator (KPI). [Sidebar] A key performance indicator is a metric that helps you understand actual performance against preset business objectives. [/Sidebar] The metric you choose communicates to your organization what's important to you (the POWERFUL person). It communicates to…

Keep reading: You Are What You Measure, So Choose Your KPIs (Incentives) Wisely! »