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Why not just measure Profit?" " That is right, we will measure it. Dare I say, a keyperformanceindicator. None of the digital analytics tools make it easy to measure true profitability. Now when you report at a business/site level you can show that $54 mil in Revenue resulted in $40k in Profit.
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Why just measure conversions as one purchase or conversions just as a submission of a lead or opening of an account on facebook / twitter / what ever? Why not measure Visitor behavior after that first purchase / lead / membership sign up (or the first super poke)? Yet it is likely that you are measuring incomplete success.
I recently had an opportunity to recommend to a group of CEOs everything they should measure for everything they should do with digital. Most of the time when I look at the dashboards and reporting efforts in companies, they are usually obsessed with one of these pieces or maybe even a couple. Now measure like crazy!
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I am going to break one of my unspoken cardinal rules: Only write about real problems and measurement that is actually possible in the real world. I am going to define a way for you to think about measuring social media, and you can't actually easily measure what I am going to recommend. So why not measure that?
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