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Good Digital Marketing = Good Math

by Jason Falls · February 25, 2013

Ask good e-commerce or search marketing professionals how they build successful programs and you’ll hear them discuss things like conversion rates. Conversion rates are the percentage of a total audience that takes an action. I’ll take that a step further toward clarity and say that “conversion rate” is reserved for a monetary transaction. For other activities you try to motivate and measure (filling out forms, social sharing, answering questions and etc.), I prefer to use the term “action rate.” 

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Metavana Mix: Social Complexity, SparkScore Simplicity

by Seth Grimes · July 20, 2012

Metavana is a new-on-the-scene semantic-analysis vendor whose core science invokes a supposed universal descriptive pattern, the Maximum Information Principle. MIP, Metavana explains, describes the distribution of galaxy sizes and, as exploited by Metavana’s software, the distribution of multi-term, natural-language “n-plets.”

Interesting, but there’s plenty of computational-linguistics and semantic-science mojo in a host of established, competing text and sentiment analysis offerings, developed by smart people. The real question is this one: Does MIP make for great “solutions that measure customer satisfaction,” capable of “taming the chaos of the social Web”?

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The Irony Of Measuring Marketing Now

by Jason Falls · May 14, 2012

I once provided counsel for a company that had little confidence in social media marketing. It begrudgingly decided it would hire a consultant, go through some strategic exercises and probably prove that social media was bullshit and it would be better off sticking with its traditional guns.

The brand’s insistence with my work, as is with most clients I’ve dealt with, was that we measure everything as infinitely as possible. Skeptics are like that. They want to know how many clicks, how many re-tweets, how many milliseconds the time-on-site number increases each month, even if none of those measures really matter. Social Media Explorer has always been more partial to sales and lead conversion or at least metrics that match the client’s business goals. We reported those as well and met the client’s expectations.

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Benchmarking Your Social Performance

by Jason Falls · January 30, 2012

Editor’s Note: The following is a guest post from Tristan Handy from Argyle Social, a service SME uses and a company that sponsors our events. But I think you’ll agree, disclosures aside, it’s awesomeness. 

You’ve spent all year writing and sharing great content. And from time to time, you check to see how your posts perform. But when you look at that report—whether it’s in bit.ly, Google Analytics, or your social media management tool of choice—how do you interpret it? Is 100 clicks good? Is 1,000 clicks good?

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