Posts tagged as:

measurement

Is making magic killing our careers?

by · January 29, 2015

Over the long weekend, I had some time to reflect on last week’s post on how hard it is for organizations to keep high performers because they make magic. I’ve come to realize that making magic might actually be a career limiter. Never once in my career making magic have I thought that it could be holding me back. Reason being: magic is magic, and people in the C-suite don’t speak magic. They speak profit and loss. It is a common problem with marketers in our relationship with the C-suite. We do not speak the same language. So, it begs the question, is the magic a reason we are not elevating to the C-suite as quickly as other disciplines?

We’ve all read the reports that tell us that CEOs don’t trust marketers (unless they are marketers who measure). In fact, AdAge pointed out that in 2013, of the 9,800 board seats at Fortune 1000 companies, only 38 are held by CMOs. And I am relatively sure that the number hasn’t grown 60 fold in the last two years. So, could it be the magic? Let’s explore some of the ways conjuring is holding us back.

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The Curse of High Performers

by · January 15, 2015

Making magic is something that high performers do. They have a knack for conjuring amazing results for their managers, clients, and team. High performers are crafty and they make it look easy. And everyone adores them. The problem with your high performers… they’re going to leave you. They’re going to leave you because you expect magic, and when they deliver time and again, you know what happens: these magic makers get fewer accolades and worse yet…less budget. Yes, the magic makers in your organization get less budget because they can do so much with so little that they get less… therefore, they’re going to leave.

I have banged my head against the wall about this for years. I will never understand this. Ever. Because my brain doesn’t work that way. Here’s how my brain works. When I get magical results…I want to invest MORE into that thing that drove the magic…not less. I want to replicate that magic across everything I do. Conversely, when something isn’t working…you know what I am not going to do? Throw more money at it. A campaign with zero recall is not a success no matter how many awards it garners. Yet, we keep making them. I do not understand.

What can we do about it? Well, I happen to have a little soapbox here at my desk and I would like to pull it out and make a little four-part rant.

<rant>

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Listening And Measurement Is Useless Without Action

by · November 6, 2014

The past few weeks, I have been writing about listening and measuring to learn what matters most to your audience. I’ve taken a look at my own startup CredHive.com as well as served as an active advocate for my clients about listening deeply to the customer conversation in your category. I am wildly passionate about connecting customers to brands and to do this, I think it is really important to know what customers want. To understand what a customer wants means you need to listen to understand and really know your metrics.

The net of both of these posts (and many of my earlier posts) are about advancing the customer relationship and adding value to the audience’s day. The goal of course is to help your brand stand out in the social and digital landscape by really studying what’s working, what’s not and where any existing white space may live. I think measurement and listening are incredibly efficient ways to do all of these things.

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Love & Measurement: A Startup Case Study

by · October 14, 2014

Measurement scares the snot out of a lot of marketers. I’ve written about it here and here, in case you forgot. Sometimes is scares me, too. The thing about tracking things is you never know what you’re going to see. It’s like stepping on a scale. When you know it is going to be bad, you won’t look at it. When you know you’re doing awesome, you can’t wait to peek.

But, sometimes, you’re not sure how you’re doing. On those days, it just feels better to guess. Because guessing means you can’t see the holes in your product or campaign’s funnel. And that means you don’t have to actually DO anything about it. But then you think better of it and put on your brave pants and look, for the stuff you can cheer about as well as the areas that offer you an opportunity to improve and grow. You know, like I did recently. Like many of you reading this, I have a passion project. And after months of development and bootstrapped marketing, it was time to really look at the data. And I admit I was pretty scared to look.

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Swallow your fear and start measuring

by · June 24, 2014

Digital marketing is my passion. Some would say I am “tattoo passionate” about digital marketing. I freaking love how people can do darned near anything online and how marketers can leverage the endless possibilities of digital to create meaningful experiences for their customers. It brings me joy. You know what else brings me joy…doing a good job and being good at what I do. And I have to know if I did well or not, because it is really, really, REALLY important to me. I need a scorecard because you see, I am insanely competitive. And it is really hard to know the work I am doing to create meaningful experiences for customers is working. In fact, it’s really hard when we collectively jump under our desks any time anyone asks us about return on investment.

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Why Cost per Acquisition Is the Only Metric That Really Matters

by · March 28, 2014

There’s no denying it. You cannot consider yourself a great ad person unless you know your numbers.  At SME Digital (the agency arm of Social Media Explorer), we’re all about garnering results that are measurable. After all, you aren’t an effective marketer if you aren’t tracking the numbers.  Even more, you aren’t a top-notch marketer if you’re not tracking the one metric that matters above all others: Cost per Acquisition (CPA).

Now don’t get me wrong, all those other metrics are important too. Metrics like:

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A Marketing Horror Story

by · October 30, 2013

Michael Meyers, the character from Halloween, scares the living daylights out of me. Still does. Probably always will. I am sure he is standing in my back yard when I let the dog out at night. He’s there. I promise! I am a textbook scaredy cat. Always have been. And I don’t seem to be getting any braver as I age. But, today, we marketers have our own boogeymen… too many choices, technology purchasing decisions, and (gulp!) being measured…

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Don’t Let Goals Get In The Way Of Your Success

by · May 3, 2013

I was at a party the other week talking to an old friend that had recently launched a startup. He was sharing some interesting statistics on the growth of the startup, that they have increased sales by X and clients by Y.  In all, it was very positive news. After a few minutes of conversation, I asked him whether or not the business was successful. I was expecting a short and simple, “Yes!”  Instead what I received was a rehashing of the metrics he had already shared. Having known him for a while, I felt comfortable stopping him mid-sentence asking, “It’s great that you’re meeting all these goals and objectives, but does that mean your startup is successful?

His response, “I don’t know.”

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In Praise of Vanity Metrics

by · April 4, 2013

In a recent Velocity Content Marketing Hangout, Joe Chernov said something interesting. In fact, he said very little that wasn’t interesting. But this one made me raise an eyebrow that took a while to come back down.

Joe said, “Don’t knock vanity metrics. Sometimes they’re all you’ve got.” (or something like that).

I had just been writing a spoof post that put all vanity metrics into one big infographic hierarchy (provisional title: ‘Ego Candy’). But Joe’s little side remark made me press pause on that one and write this one instead.

Because, of course, he’s right (it’s annoying how right Joe tends to be).

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