The measurement hustle

I call it a hustle partly because Web/social media metrics are very much like a dance … you know where you started on the dance floor, but where you’ll end up when the song is over? Who knows?

But mostly I call it a hustle because measurement methods are slick and shape-shifting — like the guy who tries to sell you the “found” laptop outside the local pizza shop. (Hey, happens all the time here in New York.)

Many are calling for an industry-wide standard means of tracking measurements. The Advertising Intelligence Research study shows that advertisers consistently care about composition, reach and engagement when contemplating ad spends.

But, what does engagement mean? The blogosphere was buzzing when Nielsen switched from using page views to time spent as the barometer for engagement.

How one person defines reach may not be how someone else defines it and that skews and resulting metrics.

And, composition? I won’t go there.

Personally, I think it’s just another bone brands want to pick with the system. A stall tactic if you will.

Brands won’t engage because they don’t know what metrics to track or how to measure. And, if they can’t measure, then they can’t keep tabs on ROI. It’s a most vicious cycle.

Don’t talk about your business, be about your business. Fewer focus groups on what you should measure and more actual measuring. You know the basics — or at least you should be now — so hop to it.

If it comes down to that, who cares what you measure really? Just measure something … anything … to get this gravy train rolling!

To use the hackneyed phrase: this is not brain surgery.

Make a list of all the indicators you could possibly measure. Don’t want to? Fine … Jeremiah Owyang has a good starter list on his blog.

Pick 3, 5, 7 things to measure, actually measure them (this is key) and see what happens. Be willing to re-evaluate what you’re measuring each month or quarter. Stop trying to pin the tail on a moving donkey.

Ask the following question frequently: “From the indicators we’re tracking, are we getting the information we need to justify our engagement?”

If the answer is no, pick something else to measure for a while.

I promise you that if you have a smart team (that’s the proviso) and you’re authentic and consistent in your communication, whatever metrics you need to measure, will jump out at you if you’re paying attention.

Stop waiting for someone else’s recipe to tell you how your food is supposed to taste. Create your own recipe.

The bottom line: Is measurement important? You bet it is. Is it something that organizations should get hung up on and impede them from making progress? Not on your life.