Comments on: My Marketing Metric Can Beat Up Your Marketing Metric

By: uberVU - social comments

uberVU - social comments — Fri, 26 Feb 2010 18:57:02 +0000

Social comments and analytics for this post…

This post was mentioned on Twitter by rshevlin: My marketing metric can beat up your marketing metric http://bit.ly/b8jr51…

By: Doug Brockway

Doug Brockway — Fri, 26 Feb 2010 16:52:22 +0000

Disturbingly on topic: The 10 Social Media Metrics Your Company Should Monitor http://bit.ly/auFXqX via @socialmedia2day via @doverdeput

By: Doug Brockway

Doug Brockway — Fri, 26 Feb 2010 16:47:13 +0000

Agree with J. Pilcher who hit on my first thought, SO much of what people announce: metrics, e-books, “5 Big Ways to Waste Your Time Reading My Post” is shallow-assed PR. Its shallowness is what makes it such BAD PR. Oy!

Reading the content part of your post on NPS (I know, its either hard to find or accidentally there ) I was reminded of what Stu Richards et al did with Ford of Europe in the early ’80s. They modeled the interactions of customer value added chains before they owned a Ford, during ownership (maintenance and recommendation value), and repeat, or not, ownership. A lot of their metrics that they used to create business and then system priorities were NPS-like.

I wish I had a copy of the key reports from that work…

By: Jim Novo

Jim Novo — Fri, 26 Feb 2010 16:42:43 +0000

Here is what’s really interesting about this kind of metric for me – it is designed to appeal to people who don’t want to really measure anything tangible or actionable.

This is perfect because if you sign up you can get on the “accountable” bandwagon with the CEO and then take credit if TrustR rises (our social media campaign was awesome!) but blame service or product design if TrustR falls.

Millward will make millions!

By: Jeffry Pilcher

Jeffry Pilcher — Fri, 26 Feb 2010 13:52:36 +0000

You don’t need the SM if you call it Think®

By: Ron Shevlin

Ron Shevlin — Fri, 26 Feb 2010 13:30:32 +0000

Mr. Gerbino: Thank you for taking the time to comment. May I point out one small flaw with your metric? There simply isn’t enough people out there who think — period.

By: David Gerbino

David Gerbino — Fri, 26 Feb 2010 13:25:20 +0000

Ron, thank you.

Instead of commenting more about your very insightful post, I am going to get predictive.

I think the next big metric is going to be: ThinkR (sm)

ThinkR (sm) is a ratio of the population that:

- Thinks about your brand
- Thinks about engaging with your brand
- Thinks about purchasing from your brand

Just to be clear, ThinkR (sm) is not to be confused with PurchaseR, or BuyeR or CustomeR.

Some other new metrics on the horizon are:

- ProftableCustomeR

- roiR

- LifeTimeValueR or ltvR some times known as CustomeR LifeTimeValueR

Again Ron, your brillianceR score is off the chart.

- DaveR

@dmgerbino

By: Ron Shevlin

Ron Shevlin — Fri, 26 Feb 2010 13:23:10 +0000

JP: It’s what Jim Novo calls “market research for press release” (at least, I think that’s what he calls it). It’s a despicable practice. But can you blame them? Look how much money has been made off firms that suffer from net promoter syndrome?

By: Jeffry Pilcher

Jeffry Pilcher — Fri, 26 Feb 2010 13:16:10 +0000

Ditto.

The only reason firms like MB make things like the “TrustR” report is for their own self-serving PR. They don’t think, “How can we make a study that will really help people?” They don’t think, “How can we develop some metrics that change marketing?” The conversation starts with, “How can we get our name in the paper?”