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new media measurement: clear goals are the key

August 26, 2008

Have been talking a lot lately about measurement in new media. How to do it, how not to do, how to demonstrate ROI while setting client expectations that some things, at the end of the day, are not quantitatively measurable. 

So I wrote a post for the company blog on the subject today, basically arguing that setting clearly defined goals in the beginning is the key to successful measurement in the end. This is something many clients  often struggle with for a number of reasons, not the least of which is that they are so eager to jump into the new media space, they do very little clear strategy and goal setting prior to launch, and then attempt to work in a measurement plan after the tactics are already in place and running. 

Check out the post here… and some related thoughts from Mashable and a great list of measurement benchmarks and tools from Rachel Happe here….

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2 Comments leave one →
  1. August 27, 2008 6:46 pm

    Hi Anya

    Great post! Could not agree more. Here at Metrica (www.metrica.net), where we’ve been helping PR people prove and improve the effectiveness of their PR for the past 15 years, it’s our favourite mantra. With new media the rules are exactly the same as the traditional media. It’s got to start with, “what are you trying to achieve?”. From there you can design a metrics program to fit snugly around those objectives. I blogged on a similar topic a while ago if you fancy a read: http://www.metrica.net/MeasurementMatters/post/2008/07/Let-us-not-forget-why-wee28099re-here.aspx

    Keep up the great blogging!

    Kristin Wadge
    Metrica

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