Social Media Instrumentation

Social media instrumentation includes objectives, performance benchmarks and even points of integration.  For the past few weeks I have been revisiting much of what we accomplished during 2014, and how we might measure differently in 2015.  Coming out these planning exercises, I am left with some larger questions.  I decided…

Internal complexities and lost customer opportunities

I know many marketing professionals recognize and talk about their company’s internal complexities, but how many manage complexities in order to avoid downstream impact on customer experiences.  I recently had an online experience that reminded of how “letting internal complexities get in the way” can impact opportunities. I was looking…

10 Potent Questions for Gathering Superior Marketing Insights

Gathering information through question and answer is a crucial step to any successful Marketing initiative.  There are some great online resources that can help you find the most widely adopted Marketing questions to use.  But applying the the right set of questions based on the situation is only the start….

Is social share of voice critical to your marketing dashboard?

The short answer is that share of voice should be very, very, important to your marketing performance dashboard.  Social share of voice, is similar to the more comprehensive marketing metric, share of voice.  Its growing in its usefulness and insightfulness as listening platforms broaden their reach.    If you are not…

Accessible Key performance indicators, a 4 part framework

Its amazing to witness the popularity that Key performance indicators (KPI’s) have seen over the past 15 years. Like many executives in planning, strategy and marketing, I too marvel at the thought of having magical KPI’s that will propel my programs or business. Unfortunately, in the process of consulting our…