The Marketing Measurement Maze: measuring marketing is a mess.

Judy Shapiro:

Wow – I kvetched about the marketing metric mess back in 2010. I was right back then. Alas it is far worse now. *sigh*

Originally posted on Trenchwars Weblog:

Forgive the illustrative nature of the headline  – but I had to laugh out loud about this whole thing or else I would cry.

This post is a follow up to my previous post about how fragile measuring marketing technology really is based on a real time experience I was having with Technorati regarding the authority ranking of this blog.    Unhappily, my initial concerns about marketing measurement were realized so it is worth recapping.

About a week ago, by accident, I learn that according to Technorati this blog, getting a mere 1,000 visitors a month, vaulted 4x in authority rankings to about 400 when previously I ranked about 100. For about a week, I jumped up and down a few times going between 400 and then 600 (see pictures in my previous post).I contacted Technorati and told them I think there is a glitch. I got a very polite…

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7 schizophrenic traits every startup CEOs must adopt

Originally posted on Trenchwars Weblog:

CEO PSYCHOSIS The role of CEO is often described in gauzy, glowing terms espousing passion mingled with ambition that runs deep enough to change the world. All this noble ambition belies the uncomfortable reality that the inner world of a start-up CEO is often a constant state of conflicting realities that can distract from the mission at hand.

This list reflects my personal experience as the CEO of a social commerce startup. I can tell you – the dual reality can be disconcerting at first but after a while it gives you a certain edge that makes you tougher and smarter the longer you stay at it.

1) Your vision must be out there enough to generate investor interest but not so out there so as no one knows what you’re talking about. We’ve heard it from the pundits a lot – be different, don’t just iterate on another idea. Gotcha but then…

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Why did social media become so urgently important right now?

Judy Shapiro:

So much has happened in social media since this was written in 2010 and yet the operational model for how companies leverage social marketing as still as fuzzy now as then. *sigh*

Originally posted on Trenchwars Weblog:

Nowadays, I sometimes feel like the doctor who is often asked his advice “off duty”. Once I say I am in marketing, the inevitable questions begin. “How can I launch a product with just social media?” (You can’t). Is social media really free? (No). Can I be successful at social media without an agency (yes…but). This is not just mere curiosity; there is urgency to the questions I have not encountered before.

Now aside from the inconvenient truth that I am practitioner of marketing and perhaps not an “expert”; the other inconvenient truth is that there aren’t many experts to found anywhere because social media has barely been on the corporate radar for 24 months and it is very fast evolving category of marketing that is growing in importance. This expertise gap understandably makes companies scrambling for advice with a frantic energy approaching panic.

So with that perspective, let’s return…

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My itzy bitzy “told ya so” moment

Today I caught wind of a post called: The Facebook experiment has failed. Let’s go back.via @jeswin that describes how Facebook failed because it lost sight of its core mission.

Today, I felt vindicated because when I asked way back in December 2010 “Has Facebook Jumped the Shark?” I was universally derided by the tech world as being old fashioned. I was privately applauded by ad folks for having the gumption to dare and challenge the cool Facebook.

In the end, it’s kind of a hard to call a $40B company a failure. That said,  my ambivalence with Facebook continues to roll along as this image I did for a SWSX session (2011) I was asked to do expresses so perfectly.

The SXSW Image for article "Has Facebook Jumped the Shark?"

The SXSW Image for article “Has Facebook Jumped the Shark?”

Huh Twitter?

Dear Twitter -

I have trying to use your ad platform but you stump me.

You send me campaign optimization emails after the campaign is over.

You make it hard to understand how a new account can advertise.

You have a weird glitch in your mobile ad platform.

But this is almost funny. Am I supposed to learn Japanese (I think that what’s it is)??

This is the what I see on my Twitter ad dashboard.

twitter 2

 

 

 

Confusion abounds.

Judy

A daily identity crisis – venture style.

Damn it!

You’d think that after 18 months of intense development which resulted in a live marketing platform with paying customers, we wouldn’t be having this problem.

You’d think we’d know by now.

But as we begin selling our new platform, prospects from agencies and brands, surprisingly, see us solving different problems. Agencies think of us as tech company helping them with new ideas. Brands see us as a service provider able to integrate tech enabled marketing with services. This leads to some awesome but awkward moments confusing what we are.

Generally speaking, they categorize us loosely in three ways:

  • Tech venture. Brands most typically see us as a content syndication platform able to integrate different content types within one hub. With our network of topic based communities, brands can distribute content and curate visitors towards a purchase. One can think of us as an “Open Sky” (affiliate platform) meets SayMedia (topic-based, blogger network). We add a “big data” kicker which puts us squarely in the tech venture bucket.  One of our first customers is a new ecommerce site using our tech to drive cheaper CPAs versus PPC (fingers crossed).
  • “Nextgen” agency.  Aside from my deep distaste for anything “nextgen” developed during my tenure as brand director for Lucent Technologies – I have no idea what that means.  Agencies are a fee-based services business – a decidedly human endeavor. Any variation of “nextgen” anything has a tech focus which, by definition, minimizes human intervention in favor of automation.  Confused? So am I. But we have some customers where we deliver social marketing and content syndication services. For these customers, we are an agency with a comprehensive and integrated tech approach to social and content marketing.  I don’t know if that qualifies as “nextgen” anything. 
  • The “agency’s agency.” This definition is most intriguing perhaps because it actually most closely matches what we are doing today. We planned our platform to be “agency happy” in that an agency can sell it profitably to a client. And when our first big “corporate” sale came through an agency partner, our most optimistic hopes were realized because we weren’t even in the room when the sale was made!  While this is a major milestone moment, the real work starts in the post-sale phase as the agency learns to work with our platform and processes. It’s the agency’s role to lead their clients in this initiative. It’s our role to offer the agency a safe passage on their journey through these new, sometimes murky marketing waters.

Every encounter with every prospect or partner is a revelation amplified during these early, tender weeks. Each marketer has unique ideas for how they want to use our platform – from a social learning laboratory to a content hub to a curated commerce platform.  We’ve already productized some of their ideas. There are other ideas that we could see have tremendous value. It’s so tempting to go off and productize these ideas too; a rather easier task than you may imagine since we built our platform to be a nimble, direct response-like engine – lots of modular pieces that can be arranged and re-arranged to test a multitude of marketing variables.

But as tempting as it is to go off and productize all these ideas, obviously that’s way too chaotic. Choices must be made which means I am pretty sure our identity crisis will get worse before it gets better.

This is, as a friend once told me, a high class problem to have.  Yay (I think).

“It’s good to be open minded, just don’t let your brains fall out.”

Judy Shapiro:

A post from 2009 talks about my Grandmother and the pillar of trust that is so necessary as we move to become digital citizens. Her story is an inspiration to me every day.

Originally posted on Trenchwars Weblog:

I was reminded of this line, credited to my Grandmother Margit, when I spent a very interesting day last week at the Web 3.0 conference. So many smart people talking about how smart the Web will become.  I was overwhelmed at how little I really know about semantic technologies and data architectures.

But despite my infantile level understanding of these emerging technologies, I was struck by the seeming gap in all the talk. Nowhere could I find anyone talking much about how to make the next web more human by being more trusted.  Trust is the glue that holds society together in the real world and it should be the same in the web world too. But in the conference, you would be hard pressed to hear more than a passing homage to the idea of trust vis-à-vis the next gen web.

My Grandmother’s expression popped into my head probably…

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