Sep 6 Posted 3 years ago
Interesting post. Like you, I feel "Shares" are important because they probably (but not always) demonstrate trust in content. I have a couple of questions for you.
First: The last 6 of the measures you list are reasonably simple to measure (although measures like cost per acquisition may well be misleading because you would be basing the calculation on on action when in fact other marketing activity may well have contributed to the action, and therefore to the cost). Leaving sentiment analysis aside as a nasty can of worms, I wondered how you measured quality of content.
And second: You don't talk about how to value those 400 people who came to your site but didn't register, although I suspect you do this as (leaving aside the fact that some of them might already be registered) the fact that they visited your site is of some value. Presumably you also examine their behaviour on your site to generate additional data and I'd be interested to know what data you look at: e.g. whether a piece of content generated increased dwell time on your site compared with visitors who didn't come via that content. Some of this data (e.g.that extra dwell time) might be pretty hard to put a monetary value on and I wonder whether you try to value it all and if so how.
Webinars On Demand
January 25, 2017While we’ve had access to the Internet since the early 1990s, we’ve only started to experience the full effects of its disruption on public rela...
December 07, 2016It's finally happened, social media has grown up and sold out. And it's awesome. For digital marketers, the maturing advertising options on soci...
Video is expected to account for three-quarters of all mobile traffic by 2020. But, creating powerful, effective video requires a significa...
Marketers are constantly seeking to engage with their buyers and drive actions that help buyers move rapidly through their customer lifecycl...