Content Marketing Metrics: A #CMWorld Chat with Pawan Deshpande

Pawan-Deshpande-photo_rev-300x300If you ask a content marketer what they are challenged with, chances are, you’ll hear about struggles with measurement. To help, Pawan Deshpande joined us for our recent #CMWorld Twitter chat to lead a conversation around which metrics matter and how to get the data you need.

If you want to read more from Pawan, check out one of popular articles on CMI: 8 Metrics to Conquer a Content Marketer’s Fear of Measurement.

 

Q1: What kinds of metrics should content marketers be tracking? #CMWorld

 

A1. There’s a whole slew of metrics that marketers can track. Here’s my graphic of possible ones: http://bit.ly/CMMetricsBlogPost #cmworld

@TweetsFromPawan

 

A1: Mentions around the web, number of shares, number of comments, conversions the content produces. #cmworld

@DavidProHQ

 

A1. I could spend all day going through metrics. But there are several broad classes of metrics to track… #cmworld

@TweetsFromPawan

 

In B2B content marketing ultimately provides customers. So I recommend tracking content touches right to the end sale. (A1) #cmworld

@cvanek

 

MT @TweetsFromPawan A1. There’s a whole slew of metrics. Here’s my graphic of possible ones: http://bit.ly/CMMetricsBlogPost #cmworld

@CMIContent

 

A1. Consumption metrics. How many people are consuming your content? #cmworld

@TweetsFromPawan

 

A1: Break down the metrics into categories for ease of tracking: engagement, retention, sharing, etc. #cmworld

@MarketerGizmo

 

A1: consumption metrics as it is a critical data point, and to see how many people are consumed by the content #CMWorld

@FifieldBrooke

 

A1. Sharing metrics. Which of your content pieces are being shared? #cmworld

@TweetsFromPawan

 

A1: engagement, click throughs and conversions #cmworld

@EmmelieDeLaCruz

 

A1: Anything that indicates resonance: shares, inbound links, and obviously conversions. Views can be misleading. #CMWorld

@Bonini84

 

A1. Lead Metrics: How is content supporting demand generation in terms of lead generation and lead nurturing? #cmworld

@TweetsFromPawan

 

A1. Sales Metrics: How is your content influencing bottom-of-the-funnel results (pipeline & revenue)? #cmworld

@TweetsFromPawan

 

@CMIContent A1 I like to know how each content type and topic is converting across each channel. #CMworld #cmworld

@SFerika

 

A1: Pick relevant metrics but, please, pick them before you start and get agreement ahead of time. #cmworld

@mikemyers614

 

A1: undeniably, the big three are conversions, traffic, and shares #cmworld

@JesseStoler

 

A1. Retention (Subscription) Metrics. How effective are you at holding ur audience’s attention beyond the initial point of contact? #cmworld

@TweetsFromPawan

 

A1: There are many metrics you can track, and you should identify which impact your business the most/best. I prefer post clicks. #cmworld

@jonjsilves7789

 

@CMIContent A1 how much conversation + how much action a content asset or campaign generates, what that results in for biz. #cmworld #b2b

@SqueezeCMM

 

A1. Visits, clicks, referral metrics, conversions #cmworld

@vegecomgirl

 

A1. reach, engagement, sharing, do they go to your landing pages, sentiment, #cmworld

@TeriMKojetin

 

A1. Engagement Metrics. Does your content inspire users to take some kind of action? #cmworld

@TweetsFromPawan

 

A1. Production Metrics. How is your team performing in terms of producing content? #cmworld

@TweetsFromPawan

 

A1. If sharing via email: open, clicks, conversions #cmworld

@vegecomgirl

 

A1 clicks, shares, impression, reach, there are quite a few metrics to track #cmworld

@tulipstrategies

 

A1. Cost Metrics. What are your overall content marketing costs? #cmworld

@TweetsFromPawan

A1. From all of this, you can mix them up to get hybrid metrics like ROI. #cmworld

@TweetsFromPawan

 

A1. Cost of sales. #CMWorld

@KipMeacham

 

A1 Create a scale to measure discussion surrounding #content’s tone. This can further inform vanity metrics like shares or clicks. #cmworld

@alexadig

 

A1) Definitely the rate of consumption…#cmworld

@PriyankaMylari

 

A1. I’m all about conversions based upon goal of asset. Ex: Sales enablement piece? How did it influence pipeline? #cmworld

@eccushing

 

A1. Time on page is important. Shares are great, but some ppl share & never actually read. #cmworld

@JoshStAubin

 

@SFerika @CMIContent It is amazing how metrics can then track the user engagement #CMWorld

@FifieldBrooke

 

In summary, there’s consumption, sharing, lead, sales, retention, engagement, production & cost. Any thoughts on what u like best? #cmworld

@TweetsFromPawan

 

@TweetsFromPawan A1 Engagement Metrics. Does your content inspire users to take some kind of action? #cmworld Most important for my clients!

@LUCYrk78

 

@TweetsFromPawan The most important kind of interaction to me. Also goes beyond just simple likes. #cmworld

@jonjsilves7789

 

A1. I feel like #ROI is the answer everyone wants to say, but never does. Marketing needs to be able to back up #content investment #cmworld

@eccushing

 

A1(2): Bottom line: is it producing conversions or is it building brand awareness. Pick metrics for those. #cmworld

@DavidProHQ

 

@TweetsFromPawan Retention and Engagement for me. They just seem to grow and maintain a community the most. #cmworld

@jonjsilves7789

 

@TweetsFromPawan It depends on that specific piece of content’s goal. Is it for visibility or engagement or another goal? #CMWorld

@ThinkSEM

 

@TweetsFromPawan I like engagement because it really connects the user to brand #CMWorld #cmworld

@FifieldBrooke

 

A1) Tracked metrics depends on end goal. Metrics can include consumption, sharing & social media, lead generation, sales. #cmworld

@CrowdContent

 

A1: Strategy 1st, metrics 2nd. Metrics only make sense if you are aiming for something. #cmworld

@GeorgetownIMC

 

@lindadessau @AnOrchidInBloom I’ve engaged ppl that have shared a post that told me they didn’t read it. Then why share? #cmworld

@JoshStAubin

 

@JoshStAubin one of the things we see: more time on page, less action. Counter intuitive and interesting. #cmworld

@SqueezeCMM

 

@GeorgetownIMC A strong strategy will also define the metrics you should be looking to measure. #cmworld

@jonjsilves7789

 

@eccushing And the ROI is different from company to company. #CMWorld

@ThinkSEM

 

A1: Goals completed. Are they downloading, signing up, subscribing, etc.? If not you just have content, not marketing. #cmworld

@propecta

 

@JoshStAubin @lindadessau @AnOrchidInBloom I’m hoping it’s because they trust I always put out good stuff 🙂 #cmworld

@lindadessau

 

A1) Depends on overall goal – shares & comments speak pretty loudly #CMWorld

@stratrev

 

@JoshStAubin @lindadessau Also – how do you know you want to push that content to your community if you haven’t read it?? #cmworld

@AnOrchidInBloom

 

Q2: Out of all of the metrics, which are the specific ones content marketers should prioritize? #CMWorld

 

 

Wassup @ThinkSEM looking forward to your insights today. #cmworld

@jameseasterling

 

A1: engagement. let your numbers be a sign of positive impression, not the definitive end goal. #cmworld

@tonyxrandall

 

A1. If premises 1. #SoMe engagement primarily drives loyalty & retention & successful 2. #ContentMarketing drives sales… #cmworld

@KipMeacham

 

A1 – First and foremost, track performance on your posts via GA – very easy to do… #cmworld

@SusynEliseDuris

 

@AnOrchidInBloom @JoshStAubin @lindadessau So true, or worst case scenario it’s something that reflects badly on your own brand #cmworld

@lindadessau

 

A2: Engagement, if I had to pick one. You can get people to notice you, but if they aren’t engaging, you aren’t succeeding. #cmworld

@jonjsilves7789

 

A2. I agree w/@GeorgetownIMC. Strategy 1st, Metrics 2nd. #cmworld

@TweetsFromPawan

 

A1. … then effective #SoMe and #ContentMarketing programs should drive Cost of Sales down over time. #CMWorld

@KipMeacham

 

@AnOrchidInBloom @JoshStAubin @lindadessau OMG! Yes, please READ it before sharing. Don’t get tricked by the clickbait #cmworld

@vegecomgirl

 

A2:Metrics need to match up with the goals you’re pursuing. No favorites! 🙂 #cmworld

@mikemyers614

 

@CMIContent A1: Depends on your goals, but traffic, rankings, shares, comments are pretty common ones #CMWorld

@atxcopywriter

 

MT @jonjsilves7789 A2: Engagement. You can get people to notice you, but if they aren’t engaging, you aren’t succeeding. #cmworld

@CMIContent

 

A2. If you’re just getting starting with measurement, track consumption metrics such as page views for web and open rates and email #cmworld

@TweetsFromPawan

 

@ThinkSEM Yes. Your goal might be different, but you should 1 Know your goals and 2 be able to track how #content affected the goal #CMWorld

@eccushing

 

A2: I would first look at the engagement and then the conversions #cmworld

@DavidProHQ

 

A2 We’re going to say consumption metrics. Are they downloading your eBooks, white papers, subsc. to email? #cmworld

@tulipstrategies

 

@TweetsFromPawan Agree as well. Your strategy will help you determine what the KPIs should be for your brand/business #cmworld

@vegecomgirl

 

A2. Engagement: Are people converting? Signing up, subscribing, commenting, sharing, liking, etc. #cmworld

@StaffingQueenN

 

A2. If you’re looking to measure content’s impact on the bottom of the funnel, focus on lead metrics & sales metrics #cmworld

@TweetsFromPawan

 

A2: O #socialmedia how well are they engaging with you, and vice versa. That’s another important one #cmworld

@tulipstrategies

 

For original content, content marketers should focus on engagement metrics: time on page, bounce rates, & social sharing (A2) #cmworld

@cvanek

 

A2: Content marketers should prioritize lead generation, sales, and then consumption metrics. #CMWorld #cmworld

@FifieldBrooke

 

A2: Can’t track specific #contentmarketing metrics without specific goals. #cmworld

@MarketerGizmo

 

@mikemyers614 That’s right Mike, strategy first; metrics second. Then, pare down metrics – only KPIs that matter to YOU… #cmworld

@SusynEliseDuris

 

@eccushing Couldn’t agree more. That’s a must. #CMWorld

@ThinkSEM

 

@vegecomgirl Ew. I don’t even click through clickbait titles. Give me something with substance, please! #cmworld @JoshStAubin @lindadessau

@AnOrchidInBloom

 

@eccushing True. We did a blog post about this because our audience wanted to get a better understanding. #cmworld http://www.crowdcontent.com/blog/2015/03/16/measuring-content-marketing-roi/

@CrowdContent

 

A2. I would say views, shares and engagement. #cmworld

@TeriMKojetin

 

@TweetsFromPawan Like A2’s. #cmworld

@jameseasterling

 

I hear a lot of folks talking about engagement being important. Curious as to what exactly your are measuring to gauge engagement? #cmworld

@TweetsFromPawan

 

A2: Hard to say which they should prioritize, as goals will be different for each brand/client..What are they trying to accomplish? #cmworld

@LUCYrk78

 

A2 Track which types of #content drive audiences to your #website and/or other pieces of #content. Demonstrates a deeper interest. #cmworld

@alexadig

 

#cmworld <~Tuesdays? And weekly?

@SocialSMktg

 

A2: as with A1, it all comes down to what you are trying to accomplish. What does success mean? Metrics are one way to define it. #cmworld

@GeorgetownIMC

 

A2) engagement & the conversations the content has created beyond itself #cmworld

@stratrev

 

A2: from a content perspective, you should be focusing on engagement first and foremost. other conversions will come as a result. #cmworld

@tonyxrandall

 

a2: Measuring engagement. #cmworld

@DigitalLynnL

 

A2: Goals completed. #cmworld http://t.co/kGQkS7KGpS

@propecta

 

@TeriMKojetin for A2, we would also add how long people are viewing the content. Gives a sense for how engaged they are. #cmworld

@AugeoGreer

 

Engagement = # of comments, session duration, page depth, comments, social media chatter? #cmworld

@TweetsFromPawan

 

@AnOrchidInBloom @JoshStAubin @lindadessau Many of us can sniff those out. Some don’t and look for a “keyword” and just hit share. #cmworld

@vegecomgirl

 

A2: It all depends on your strategy and KPI’s. It can vary, so know what means success for your content. #CMWorld

@JeremyBednarski

 

Engagement on social = how well people interact with your content #cmworld

@tulipstrategies

 

@AugeoGreer yes, agree, you want to be sure they’re taking it in. #cmworld

@TeriMKojetin

 

@JeremyBednarski very true #CMWorld

@FifieldBrooke

 

A2 Depends on your overall strategy: If you want to build awareness: Engagement, if you want more sales: Sales leads #cmworld

@TugceOe

 

#cmworld engagement = actions that don’t contribute to a business result but reflect content popularity eg shares, retweets, faves a2

@SqueezeCMM

 

@jonjsilves7789 @ThinkSEM @AnOrchidInBloom you’re making some of us jealous seeing 80 in your tweet! #cmworld

@CMIContent

 

@vegecomgirl @JoshStAubin @lindadessau Even with title keywords, though, sometimes the writing style or content itself is abysmal. #cmworld

@AnOrchidInBloom

 

@TweetsFromPawan Q: Does website design have anything to do with metrics? #cmworld

@jameseasterling

 

A2: you need to define what engagement means to you and your brand. is it comments, shares, people becoming advocates, etc? #cmworld

@tonyxrandall

 

A2 you need to prioritize whichever metrics align with your objectives/KPIs #CMworld #cmworld

@SFerika

 

I would classify shares as a sharing metric and not engagement #cmworld

@TweetsFromPawan

 

@lindadessau @JoshStAubin Do CRM’s often track if people actually scroll down? #cmworld

@atxcopywriter

 

A2. Per @jaybaer 4 content metrics types matter: 1.Consumption, 2. Sharing, 3.LeadGen, & 4. Sales. http://qub.me/1qaNVg #cmworld

@KipMeacham

 

@tonyxrandall Yes!! It can mean something different to everyone. #CMWorld

@ThinkSEM

 

See @jaybaer’s post on the 4 content marketing metrics. He breaks it down to sharing, consumption, leads and sales. #cmworld

@TweetsFromPawan

 

A2 Predetermined Specific Goals within Certain Timeframe are what should be measured, diff for each campaign. #cmworld

@bussolati

 

@lindadessau @JoshStAubin I have shared something I was part of the way through before, b/c I could already tell it was good stuff #CMWorld

@atxcopywriter

 

@CMIContent @jonjsilves7789 @AnOrchidInBloom Us too! #CMWorld

@ThinkSEM

 

Q3: Are there any metrics that marketers should NOT be collecting and reporting on? #CMWorld

 

@atxcopywriter @lindadessau @JoshStAubin Do that all the time. #cmworld

@mikemyers614

 

Number and frequency of (authentic) comments is also something we use to measure engagement for our content marketing (A2) #cmworld

@cvanek

 

A2: hard to elaborate w/ 140 characters but to just say “engagement” is #1 goal is shortsighted. WHAT does engagement mean to you? #cmworld

@tonyxrandall

 

A3. You can’t measure some metrics for some content types. ie. you can’t track engagement rate on a downloadable asset. #cmworld

@TweetsFromPawan

 

Pawan_top tweet

 

A4. False impressions…literally. I’m tired of seeing reports with vanity metrics. #cmworld

@vegecomgirl

 

@TweetsFromPawan I agree. You’ll see over time what’s read/opened & what’s not. Create more of what the audience engages with. #cmworld

@LisaMasiello

 

The 4 types of #contentmarketing metrics by @jaybaer that @TweetsFromPawan mentioned can be found here: http://www.convinceandconvert.com/content-marketing/the-4-types-of-content-metrics-that-matter/ #cmworld

@CMIContent

 

A3: Report on metrics that are important to your biz. Otherwise it’s just noise and distraction. #cmworld

@SueBrady

 

@jameseasterling @TweetsFromPawan Website design definitely plays a role! Poor user experience = poor user engagement #cmworld

@AugeoGreer

 

A3. Except for vanity metrics, anything that give you a picture into the effectiveness of your content is useful. #cmworld

@TeriMKojetin

 

A3: How many followers you have, ranking positions for keywords alone, and other metrics that don’t affect the bottom line #cmworld

@DavidProHQ

 

@CMIContent A3 I cringe when I see “impressions” or “potential reach” on any report. #CMworld

@SFerika

 

A3. when it comes to curation, some metrics go out the window. See my blog post here: http://bit.ly/1HXzZpE #cmworld

@TweetsFromPawan

 

@AnOrchidInBloom @CMIContent @jonjsilves7789 @ThinkSEM and then Mother Nature laughed at how much we enjoyed it and gave us today #cmworld

@LUCYrk78

 

A2) Every metrics s important right from gathering information to checking the consumption rate, step-stones to the Content Success #cmworld

@PriyankaMylari

 

@ThinkSEM @jaybaer Happy to share! Happier Jay wrote it! #cmworld

@KipMeacham

 

A3) no, although “Vanity Metrics” should be put in perspective #cmworld

@stratrev

 

A3: Metrics we shouldn’t be using…hmm…oh, that one we’re measuring just because a competitor is. You know the one. #cmworld

@mikemyers614

 

A3. For example for curation, bounce rate goes out the window bcoz you r driving ppl to other sites. #cmworld

@TweetsFromPawan

 

@vegecomgirl @AnOrchidInBloom @JoshStAubin @lindadessau Remember the NPR prank where people got all up in arms about a headline? #CMWorld

@atxcopywriter

 

A3: Page Likes. They are so misleading. SO. MISLEADING. #cmworld

@jonjsilves7789

 

A3) Might as well collect/report b/c it’s easy -but understand the near worthlessness of vanity metrics (“likes”, etc) w/o context. #cmworld

@ChristinKardos

 

@jonjsilves7789 haha, YES! #cmworld

@DavidProHQ

 

@atxcopywriter @vegecomgirl @AnOrchidInBloom @JoshStAubin @lindadessau That was classic TL&DR behavior. #cmworld

@SFerika

 

@ThinkSEM yep, &engagement can vary from one piece of content to another. the goal should be less “engagement” & more “impression” #cmworld

@tonyxrandall

 

@SFerika @CMIContent Ooh, potential reach is a good one. #Not. #cmworld

@mikemyers614

 

Ignore “best practices” and make your own content strategy. http://bit.ly/1FpkMhv #CMworld http://t.co/p3yGktGo8E

@bragg_mike

 

@SFerika @atxcopywriter @AnOrchidInBloom @JoshStAubin @lindadessau The one from last year? Yup! lol #cmworld

@vegecomgirl

 

A3: Collecting metrics is 1 thing, reporting another. The report is where the magic happens=interpretation & analysis! #cmworld

@GeorgetownIMC

 

A3: curation metrics #CMWorld

@FifieldBrooke

 

A3. Or just looking at page views alone. u may be emailing your database & burning it vs. new audience. #cmworld

@TweetsFromPawan

 

A3: Nothing like a good ol’ ego boost with some hollow vanity metrics! #cmworld

@fieldlogix

 

@bragg_mike I like how you think, Mike! #cmworld

@ChristinKardos

 

@tonyxrandall Each piece of content may have a different goal so it’s important to adjust accordingly. #CMWorld

@ThinkSEM

 

@bragg_mike Amen. “Best practices” are only best if they’re right for you. #cmworld

@martinlieberman

 

a3 #cmworld Any data you gather that you aren’t taking action on. If you’re gathering it you should define why or you’re just navel gazing.

@SqueezeCMM

 

@jonjsilves7789 Can I get an amen?! #CMWorld

@ThinkSEM

 

@AnOrchidInBloom @vegecomgirl @JoshStAubin @lindadessau Me too! An upworthy-style title is the best way to ensure I don’t click #cmworld

@atxcopywriter

 

@GeorgetownIMC what the data says and does is truly magic! #cmworld

@CMIContent

 

A3: Social media likes/follows/etc. Fine for an ego boost if you need it, but spam/disconnected “followers” don’t mean anything. #cmworld

@propecta

 

A3: Vanity metrics, # of impressions or “view-through” Conversions. #Cmworld

@DigitalLynnL

 

A3) Reach and/or subscribers do not reflect attentive views, quality of audience, likelihood to take action, etc. #cmworld

@kmullett

 

@jonjsilves7789 I feel funny favoriting this… #cmworld

@mikemyers614

 

@CMIContent A3: Vanity metrics will not show the true success of your content. They can be very misleading. #CMWorld

@ThinkSEM

 

@GeorgetownIMC Do you have any tips for new marketers on making the magic happen in reports? #cmworld

@brooklynnholtz

 

@TweetsFromPawan Comments would be a good metric for that, as well as discussion on soc med (not just shares) #CMWorld

@atxcopywriter

 

A3: imo conversions. if you’re really trying to produce quality then you wont get hung up trying to make a sale. #cmworld

@tonyxrandall

 

@atxcopywriter @AnOrchidInBloom @vegecomgirl @JoshStAubin @lindadessau Clickbait headlines are one of our biggest #petpeaves #cmworld

@AugeoGreer

 

@ThinkSEM @CMIContent Smoke and mirrors! #cmworld

@vegecomgirl

 

Yes! MT @atxcopywriter: @TweetsFromPawan Comments would be a good metric for that, as well as discussion on SoMe (not just shares) #CMWorld

@mikemyers614

 

.@ChristinKardos It comes down to asking yourself “why is this metric beneficial to us?” “how does it help us improve?” #cmworld

@CrowdContent

 

@jonjsilves7789 Sweet. Thanks. #cmworld

@mikemyers614

 

@tulipstrategies Yes. There’s a difference between someone clicking the share button on your blog and adding something to convo #cmworld

@atxcopywriter

 

A3 Metrics that you do not really need – and use. #cmworld

@SocialSMktg

 

@tonyxrandall Really depends on what you’re social media is used for. For me, conversations are very important. #cmworld

@jonjsilves7789

 

Q4: Which metrics are most useful for evaluating effectiveness of each individual piece of content (vs. whole program)? #CMWorld

 

 

MT @CrowdContent .@ChristinKardos It comes down to asking “why is this metric beneficial to us?” “how does it help us improve?” #cmworld

@CMIContent

 

A3: KPI’s vary from company 2 company #cmworld

@connieurway

 

A3b) If I had a nickel for every page view that bounced in less time than it takes to actually skim or read. #cmworld

@kmullett

 

But, re: best practices: it’s always a good idea to learn from others. Best practices can be, and are, really important. #cmworld

@SueBrady

 

@brooklynnholtz It comes down to telling a story — it’s all a bunch of numbers until you can determine what it means — #cmworld

@GeorgetownIMC

 

Q4: You can actually use all the metrics listed in this graphic to measure an individual piece of content: http://bit.ly/CMMetricsBlogPost #cmworld

@TweetsFromPawan

 

A4: It all depends on your goals for the content. Every piece of content is different so adjust metrics to track accordingly! #cmworld

@DavidProHQ

 

Vanity Metrics are helpful when bragging to your Grandma #CMWorld

@stratrev

 

A4: (Are you getting tired of the ‘it depends’ answer yet?) It depends on the type of content, how it’s distributed, to whom. #cmworld

@mikemyers614

 

@jonjsilves7789 is that your #1 goal or are you trying to establish brand identity and build a community? #cmworld

@tonyxrandall

 

A3 Vanity metrics aren’t valuable – followers don’t equal influence. Valuable contribution does #cmworld

@lifeofaworkgirl

 

Q4: But sometimes cost is hard to break down for a single piece of content, so ROI may be hard. Esp if u use internal resources. #cmworld

@TweetsFromPawan

 

@TweetsFromPawan Great website! #cmworld

@TugceOe

 

@propecta Indeed. Sláinte, BTW! #CMWorld

@KipMeacham

 

A4) A contextual view of traffic, bounce rate, shares and discussion. Not just did they see it… did they read it? Talk about it? #cmworld

@ChristinKardos

 

@SueBrady Exactly. They’re a good starting point. But you shouldn’t measure your own performance against them. #cmworld

@martinlieberman

 

@SueBrady Yes, good to watch, learn from…but dangerous to copy. #cmworld

@mikemyers614

 

@brooklynnholtz The metrics are just metrics until you bring your insights and expertise – therein lies the value! #cmworld

@GeorgetownIMC

 

@vegecomgirl @CMIContent True. Engagement can tell you so much more. #CMWorld

@ThinkSEM

 

@stratrev sounds like something @BrandedCartoons would say lol But kinda true! #cmworld

@CMIContent

 

@CMIContent A3: Not if time’s no issue – but if you’re strapped for it, should prioritize #cmworld

@atxcopywriter

 

Q4. For example, how do you quantify the cost of a single blog post if u wrote it? Somethings like cost are better in aggregate. #cmworld

@TweetsFromPawan

 

@stratrev My grandma was always so proud of my Klout score. 😉 #cmworld

@martinlieberman

 

@ThinkSEM #CMWorld my favorite ones are those showing reach and exposure of tweets 🙂 #EgoFood

@brunowinck

 

A4: Obvious is a conversion rate, but the not so obvious is the impact you’ve made in the long run for a customer to come back. #cmworld

@DigitalLynnL

 

@tonyxrandall Still establishing identity and building the community, I would say. #cmworld

@jonjsilves7789

 

@CMIContent A4 the piece’s conversion rate, participation in moving a prospect through the funnel. #cmworld

@SFerika

 

@CMIContent A3: Also, should always recognize some metrics more meaningful than others #cmworld

@atxcopywriter

 

@GeorgetownIMC That’s a good way of looking at it. It must take a bit of trial & error to get the story right. #overwhelming #cmworld

@brooklynnholtz

 

@DigitalLynnL RIGHT on. The long game. Hence the confusion and difficulty of measuring the ROI (<–eew!) of social. #cmworld

@ChristinKardos

 

Q4. But most performance metrics apply both on a single piece of content, and the overall program. Whereas cost is only for overall #cmworld

@TweetsFromPawan

 

A4: Also going to go with conversion rate here as well. #cmworld

@jonjsilves7789

 

A4 Engagement! If you’re not getting a response from your audience then you need to rethink the strategy #cmworld

@lifeofaworkgirl

 

@mikemyers614 one size never fits all, does it? So nope, not tired of “it depends”! #cmworld

@CMIContent

 

@cvanek So: “This is great! <insert link to unrelated site>” doesn’t count? #CMWorld

@atxcopywriter

 

A4: Depends on the piece. Infographic? Shares. eBook? Subscriptions. Each should have it’s own goal as part of the bigger strategy. #cmworld

@propecta

 

@brooklynnholtz don’t be afraid to experiment! Marketing is an art AND a science! #cmworld #hanginthere

@GeorgetownIMC

 

A4: #cmworld ROI equates to staffing, salaries, and time

@connieurway

 

@TweetsFromPawan Is it not feasible to measure cost at the piece level (if it’s a big-enough piece, like an ebook)? #cmworld

@mikemyers614

 

The cost of a piece of content is an important metric for content marketing. Time to research, write and promote. It adds up! (A4) #cmworld

@cvanek

 

@AnOrchidInBloom haha it definitely is – my TL is overflowing already! #cmworld

@lifeofaworkgirl

 

A4. Also multi-touch attribution gets tricky. Which piece of content gets credit for a sale if a lead viewed 20 in their journey? #cmworld

@TweetsFromPawan

 

@mikemyers614 Maybe sometimes…but sometimes a great idea to copy. #cmworld

@SueBrady

 

A4. Views are great but what would you use it for when bounce rate is high so it really depends on what your goal is. #cmworld

@SocialSMktg

 

A4) It depends on your goal & what that piece is to accomplish #CMWorld

@stratrev

 

@TweetsFromPawan Exactly! #cmworld

@lindadessau

 

A4: It’s also helpful to look at page session length to see how long people are actually interacting with the content #cmworld

@AugeoGreer

 

@TweetsFromPawan Read the article. What stood out to you? #cmworld

@jameseasterling

 

@TweetsFromPawan What if it inspired a bunch of blog posts? (For example, original research might. I’d consider that engagement #CMWorld

@atxcopywriter

 

@SueBrady Yep, just not always. I’m with you. #cmworld

@mikemyers614

 

MT @DigitalLynnL A4 Obvious is conversion rate, but not so obvious is impact you’ve made in the long run for customer to come back #cmworld

@CMIContent

 

A4. Sharing for long form content. #cmworld

@KipMeacham

 

@martinlieberman Our grandmas are on our asses weekly when they read our @Klout scores #CMWorld

@stratrev

 

@atxcopywriter @cvanek I think it’s counts! 🙂 Did you accidentally reply to the wrong post? I did that last week. 🙂 #cmworld

@cvanek

 

@AugeoGreer Yes, we love this feature too. #CMWorld

@ThinkSEM

 

I love that for every question, the easy answer is “it depends on your goals!”. But it’s true as well. #cmworld

@TweetsFromPawan

 

@stratrev Seems like this is the answer for all these questions! #CMWorld

@ThinkSEM

 

Q5: @GoogleAnalytics is a great tool for collecting data. What should marketers look at specifically? #CMWorld

 

A4: emotional impressions. how your readers feel about your brand as a whole when they’re done with your content. #cmworld

@tonyxrandall

 

A4. Comparing content can be difficult, but be as scientific as possible. Is a control group possible? Experiment! #science #cmworld

@GeorgetownIMC

 

@SocialSMktg Yes! #goals #cmworld

@propecta

 

@mikemyers614 Or the three or four? #cmworld

@atxcopywriter

 

@ThinkSEM Content is a tricky bedfellow #CMWorld

@stratrev

 

A5: Listening #cmworld

@connieurway

 

@TweetsFromPawan see @mikemyers614…we knew “it depends” was ok lol #cmworld

@CMIContent

 

@stratrev Agreed. #CMWorld

@ThinkSEM

 

A4 cont’d … If content is for later in buying process, conversion is primary goal and metrics should be harder and action-based. #cmworld

@SqueezeCMM

 

@CMIContent A5 I use @GoogleAnalytics to keep an eye on which of our blog posts are most popular, and to track social referrals. #cmworld

@SFerika

 

Another important measure MT @tonyxrandall: How your readers feel about your brand as a whole when they’re done with your content. #cmworld

@lindadessau

 

@GeorgetownIMC A/B testing is a great way to test your content’s effectiveness #cmworld

@fieldlogix

 

@TweetsFromPawan So true! We’ve noticed that as well. #CMWorld

@ThinkSEM

 

A5. My favorite non-obvious metrics in @GoogleAnalytics: Days since last visit, Session Duration, Page Depth #cmworld

@TweetsFromPawan

 

@TweetsFromPawan Our thoughts exactly “I love that for every question, the easy answer is “it depends on your goals!” But it’s true #cmworld

@AugeoGreer

 

A5. Days since last visit. To access in @GoogleAnalytics, click on Audience then Behavior, then Frequency & Recency. #cmworld

@TweetsFromPawan

 

@ChristinKardos ahhh bounce rates, stats most can convince others are positive – importance #sharing #friends #trust #loyalty #cmworld

@marklongbottom_

 

A5 Source of traffic is a key piece of info for a content marketer. Where are your site visitors coming from? #cmworld

@martinlieberman

 

A5. Session Duration. To access in @GoogleAnalytics, click on Audience then Behavior, then Engagement. #cmworld

@TweetsFromPawan

 

I like what @crestodina suggests: look rank #11, #12 (page two on SERP) and see what opportunities there are to move to page one #cmworld

@mikemyers614

 

@tonyxrandall knowing this will both show your own social engagement ability and content success. #cmworld.

@tonyxrandall

 

A5 Look at demographics – get a good picture of who you’re connecting with & listen to their needs #cmworld

@lifeofaworkgirl

 

A5. Page Depth (# of pages visited per session). This is a subhead of Session Duration in @GoogleAnalytics. #cmworld

@TweetsFromPawan

 

@CMIContent @googleanalytics not to be shamelessly self-promotional, but we can help with content action and funnel metrics … #cmworld A5

@SqueezeCMM

 

@ThinkSEM @stratrev it can even cheat on you #CMWorld

@brunowinck

 

A5: Advice from #ContentJam. Don’t worry about analytics from those who bounce from your site. Gain insights from those who stay. #cmworld

@SueBrady

 

@CMIContent A5: We love GA! Source of traffic can be an eye opener. Session duration is important for user engagement. #CMWorld

@ThinkSEM

 

@KipMeacham And where do they go next? Are you directing them there or are they just leaving? #cmworld

@martinlieberman

 

Only if it’s really sexy – if not no one wants it @brunowinck @ThinkSEM #CMWorld

@stratrev

 

@mikemyers614 Yep, if these chats happened at a different time of day, that would be a great prompt for a drinking game #cmworld

@atxcopywriter

 

A5 Behavior too – what pages are getting the most engagement. Figure out why and emulate it #cmworld

@lifeofaworkgirl

 

Since we’re talking metrics/validity of data – ck out @ChrisMikulin’s post on this. It decodes mystery!! http://www.convinceandconvert.com/social-media-strategy/organic-traffic/ #cmworld

@ChristinKardos

 

A5: Marketers should look at average time on page per blog post to get an idea of content that’s getting quality time #CMWorld #Reproduce

@ShangRaeLa

 

A5. Also the page path (forgetting the name) it very useful so u can trace the most common visitor paths. #cmworld

@TweetsFromPawan

 

@atxcopywriter indeed, there are lists you can grab to know which to exclude. #cmworld

@kmullett

 

A5. Anyone using event tracking in @GoogleAnalytics here? That’s useful for testing CTAs #cmworld

@TweetsFromPawan

 

@TweetsFromPawan Indeed. Seeing patterns in their navigation can be really useful. #cmworld

@ChristinKardos

 

A5: We like sessions/organic searches by landing page. Aaaand – say it with me now – GOALS! #cmworld http://t.co/76VMFZEVxI

@propecta

 

@lifeofaworkgirl That’s where it get fun! #cmworld

@fieldlogix

 

A5: for me, I like to know where they’re coming from, and why. Full referrer. #cmworld

@tonyxrandall

 

@lifeofaworkgirl Absolutely agree with this. #CMWorld

@ThinkSEM

 

@GaryBloomer @CMIContent same! You can’t connect with people if you don’t understand them. That’s shooting in the dark lol #cmworld

@lifeofaworkgirl

 

@TweetsFromPawan Assign yourself an hourly rate and track your time? Act like a freelancer 🙂 #cmworld

@atxcopywriter

 

@propecta Perfect! #CMWorld

@ThinkSEM

 

A5: See what Channels/source on where your traffic is coming from. Shows how your marketing efforts are paying off elsewhere. #cmworld

@DigitalLynnL

 

A5 – Yearly comparisons. It can help to pinpoint the success or failure of changes. #cmworld

@TugceOe

 

@tonyxrandall Yes, the why is such an important piece of the puzzle. #CMWorld

@ThinkSEM

 

@TweetsFromPawan We put the real-time dashboard on the big screen in the office when we launch content! 🙂 #cmworld

@propecta

 

A5: @googleanalytics is gr8 for ID’ing trends over time-spikes can be EZ to relate back to specific efforts if you play it right. #cmworld

@GeorgetownIMC

 

Q6: Besides @GoogleAnalytics, what other tools are useful to help marketers collect data on the metrics they need? #CMWorld

 

@TweetsFromPawan We love the real time feature! Admittedly, we feel a bit lurk-ish using it. But it’s great! #cmworld

@CrowdContent

 

@TugceOe really like this one. So good to see where your efforts have been and where they should head! #cmworld

@CMIContent

 

@atxcopywriter @TweetsFromPawan yes certainly possible. takes discipline and adds overhead though. not sure I’ve seen any1 do it. #cmworld

@TweetsFromPawan

 

.@KipMeacham “leaving” not always *leaving*. Sometimes it’s completion of research or information gathering goal, esp in B2B. #cmworld

@SqueezeCMM

 

A5: knowing and tracking where your views are coming from will show (and prove) your ability to market your content effectively. #cmworld

@tonyxrandall

 

@TweetsFromPawan @googleanalytics Same, though you can get stuck obsessing over watching this page in real-time as well #CMWorld

@ShangRaeLa

 

.@martinlieberman @KipMeacham rule #1 of content marketing for conversion should be: don’t strand your reader! #cmworld

@SqueezeCMM

 

@CMIContent Agreed! #cmworld

@TugceOe

 

A5 Referrals – know how people are getting to you. You can figure out which social channels your audience uses & make a home there #cmworld

@lifeofaworkgirl

 

@propecta @TweetsFromPawan Love this! What a great way to PUMP the office up. #cmworld

@fieldlogix

 

@TweetsFromPawan Sorry for the unfinished parenthesis in that tweet – here it is )#cmworld

@atxcopywriter

 

Q6: @TheSocialReport is a great data collection tool. #CMWorld

@SMDGNWI

 

Yes, @SqueezeCMM. But I’d still like to know if they completed the task or gave up. Good point! #cmworld

@KipMeacham

 

@atxcopywriter @TweetsFromPawan Whew, closure. #cmworld

@mikemyers614

 

@ThinkSEM yep, I don’t care if someone stumbles in on accident, I want to know about the ones that clicked intentionally. #cmworld

@tonyxrandall

 

@KipMeacham This is really important – along with which pages they are exiting your site (does that page need to be improved?). #CMWorld

@KylaK

 

A6: Attribution tools are key. Several do this fairly well…even though it’s still messy, esp. offline to online and back. #cmworld

@SueBrady

 

@SMDGNWI @TheSocialReport saving it for later. #cmworld

@SocialSMktg

 

@CMIContent A6 I’m a raving fan of using @TrackMaven to benchmark our content performance. #cmworld

@SFerika

 

@JeremyBednarski @atxcopywriter Not me, he said. #cmworld

@mikemyers614

 

A6. Tools depend on content type and the class of metrics you are tracking. See my tools map here: http://bit.ly/ContentToolsMap #cmworld

@TweetsFromPawan

 

@SqueezeCMM @KipMeacham I thought first rule of conversion was always have a clear call to action? 😉 #yeahthattoo #cmworld

@martinlieberman

 

A6. For social media and sharing metrics, try @SharedCount that pools all the sharing stats together. #cmworld

@TweetsFromPawan

 

@SqueezeCMM @martinlieberman Being an orphan is most undesirable for all things digital. #LittleOrphanContent #cmworld

@KipMeacham

 

I’ve used @SimplyMeasured for some basic metric measurement. #cmworld

@jonjsilves7789

 

A6: @sumome offers a pretty amazing suite of FREE tools. We use ’em all the time. #cmworld http://t.co/1hkTKqMkZy

@propecta

 

A6. For assets and lead metrics, use a marketing automation tool such as @Marketo, @Eloqua or @Hubspot & many more #cmworld

@TweetsFromPawan

 

MT @TweetsFromPawan A6 Tools depend on content type & class of metrics you are tracking. See my tools map: http://bit.ly/ContentToolsMap #cmworld

@CMIContent

 

Walking in on a conversation about metrics=paying for a buffet & finding out all they have left is wild rice and beans salad. #cmworld

@BrandedCartoons

 

A6. For gathering metrics, other tools are the native reporting tools on social platforms and @Hootsuite #cmworld

@TeriMKojetin

 

@martinlieberman @KipMeacham ok rule #2 🙂 #cmworld

@SqueezeCMM

 

A6. For sales metrics, use your CRM (i.e. @salesforce) with an analytics plugin layered on top such as @FullCircleCRM for campaigns #cmworld

@TweetsFromPawan

 

A5: Conversion paths – great at visually presenting your customers’ journeys, though often overlooked #cmworld http://t.co/nmJglC261w

@wyzowl

 

A6. To measure feeds, try @feedblitz. To measure email, use marketing automation or an email provider like @MailChimp #cmworld

@TweetsFromPawan

 

@CMIContent @TweetsFromPawan That’s awesome, will need to check out some of these. #cmworld

@TugceOe

 

@BrandedCartoons Hey, that’s five bean salad, you know. #cmworld

@mikemyers614

 

@martinlieberman @SqueezeCMM “Who needs CTAs?” #SaidNoOneEver #OrJustTheDigitalFailures #cmworld

@KipMeacham

 

A6: @klout measures score, online performance, engagement #cmworld

@connieurway

 

A5. Look at device categories, location, top landing pages, referral sources, attribution modeling, MOM/YOY traffic to all channels #cmworld

@chrismikulin

 

I need to find some new tools so I’ll be looking out for great suggestions! #cmworld

@lifeofaworkgirl

 

A6. What they’re trying to measure = the type of tool to use. I have different knives (tools) in my kitchen for different use. #cmworld

@SocialSMktg

 

A6: I love Google trends! It makes me feel HIP when choosing quality trigger words for content 😉 #cmworld

@fieldlogix

 

@mikemyers614 Ha, I saw that question and first thought was “we need @crestodina here to weigh in” #cmworld

@atxcopywriter

 

We occasionally test our content using eye tracking tools or a simple CrazyEgg test to watch reader’s scanning patterns are. (A6) #cmworld

@cvanek

 

#whoa MT @TweetsFromPawan A6. Tools depend on content type & class of metrics you R tracking. My tools map: http://ow.ly/KrVqb #cmworld

@GeorgetownIMC

 

@lifeofaworkgirl this group is such a resource! Always have fantastic suggestions to check out! #cmworld

@CMIContent

 

@SocialSMktg Yes!! Use the best tool for the right task. #cmworld

@JoshStAubin

 

#ViolentAgreement, @KylaK #CMWorld

@KipMeacham

 

@fieldlogix We look to #googletrends for inspiration too! #cmworld

@AugeoGreer

 

@atxcopywriter @crestodina Yeah, I can’t represent his knowledge on the subject, that’s for sure. #cmworld

@mikemyers614

 

A6: from a search marketing perspective, I like Google’s Keyword Planner, Search, and Twitter search for an engagement snapshot. #cmworld

@tonyxrandall

 

@atxcopywriter @mikemyers614 seems we’re all big fans of @crestodina 🙂 #cmworld

@CMIContent

 

FYI @TweetsFromPawan: A6.FYI @feedblitz also send (and measures) email too, only provider with RSS and email options #cmworld

@phollows

 

@JoshStAubin Heheh YES #cmworld

@SocialSMktg

 

Q7: What are the best ways for marketers to collect, organize and present all of this data? #CMWorld

 

@phollows @TweetsFromPawan @FeedBlitz cool. I assume this is their feed to email functionality #cmworld

@TweetsFromPawan

 

@CMIContent 100% – this is where I take the time to sit back and listen to my community 🙂 #cmworld

@lifeofaworkgirl

 

A6: @CrazyEgg’s great heat mapping tool for page scroll is very useful in determining how engaging content is #CMWorld #HoldingAttention

@ShangRaeLa

 

@fieldlogix A6: Yes! Hip marketing analytics makes for hip marketing content! #cmworld

@ariisafari

 

PowerPoint, SlideShare. Things that let you use images. #cmworld

@jonjsilves7789

 

A6: @Mention is a great way to receive alerts of when your brand or client is mentioned. Web mentions is a key metric #cmworld

@DavidProHQ

 

@connieurway the problem with @klout is that it awards u for sharing popular puppy memes and all but ignores in depth conversation. #cmworld

@tonyxrandall

 

@TweetsFromPawan I’m the @FeedBlitz CEO 🙂 #cmworld we email from RSS and standalone newsletters, autoresponders. Fully featured.

@phollows

 

@martinlieberman #PotODigitalGold #WebRainbowsEnd #HappySaintPatricksDay #cmworld

@KipMeacham

 

@DavidProHQ @Mention Yes! I like Mention. #cmworld

@TeriMKojetin

 

A7. Spreadsheets! But seriously, Google Spreadsheets is a good collaborative way to start. #cmworld

@TweetsFromPawan

 

A7 Good old excel spreadsheets. #cmworld

@TugceOe

 

A7: Will be interesting to see what @Sprinklr can do with their recent additions. #cmworld

@mikemyers614

 

@CMIContent A7: We use the classics: Excel spreadsheets and a pen and paper. Do what works for you! #CMWorld

@ThinkSEM

 

A6) I agree with lots of the suggestions. Want to mention @SumAll for being overall fab and b/c @daneatkinson is awesome. #cmworld

@ChristinKardos

 

A8. You have to display the data in a way that’s understandable to your audience. Spreadsheet, infographic, SlideShare, charts… #cmworld

@JoshStAubin

 

A7. Nothing like a good spreadsheet! Google helps with all this! #cmworld

@TeriMKojetin

 

@ChristinKardos @SumAll SumAll is really great! #CMWorld

@ThinkSEM

 

A7. Start by measuring the consumption metrics & work your way down to lead & sales metrics. #cmworld

@TweetsFromPawan

 

@KipMeacham Right back at you. Just remember: It’s #paddynotpatty … #cmworld

@martinlieberman

 

@TugceOe Us too! #CMWorld

@ThinkSEM

 

A7) PowerPoint (said no one ever). 😉 Honestly I think format depends on volume. I like incorporating visuals – graphs, etc. #cmworld

@ChristinKardos

 

Oh the tools you’ll use! (to gather metrics.) Thx for the map, @TweetsFromPawan! #cmworld

@GeorgetownIMC

 

A7. One of about 743 Excel worksheets we have for dashboarding data. #SpreadsheetAnalyiticsAreOfTheDevil #cmworld

@KipMeacham

 

A7. Then with formulas in a spreadsheet you can make hybrid metrics. #cmworld

@TweetsFromPawan

 

Just trying to absorb all this. Great discussion! #cmworld

@av8r2000

 

@CMIContent excel *grins* #cmworld 😀

@SocialSMktg

 

@martinlieberman @KipMeacham [insert Patio furniture joke here] #cmworld

@mikemyers614

 

K.I.S.S. – We track our content metrics in a very way – Whiteboards and Google spreadsheets! We review every week as a group. (A7) #cmworld

@cvanek

 

@CMIContent @TweetsFromPawan yes! Has anybody ever used Numbers? It’s super simple! #cmworld

@ariisafari

 

A7 today: marrying a lot of publishing nodes on the front end with a back end that pulls all the data together. No standard yet. #cmworld

@SqueezeCMM

 

Q6: We’ll just leave this here: “Video on landing pages can increase conversion by 80%” http://bit.ly/18wFWMZ #cmworld

@wyzowl

 

@JoshStAubin so true! If it doesn’t resonate, then it’s nearly useless, right? #cmworld

@CMIContent

 

@ChristinKardos @av8r2000 it’s really been a great chat so far! #cmworld

@CMIContent

 

A7. Fun hybrid metrics: conversion, content throughput, content backlog, pipeline by writer. formulas here: http://bit.ly/CMmetrics #cmworld

@TweetsFromPawan

 

A7) We use Google spreadsheets! Easily share with others, turn numbers into visuals, and create comparisons. So much flexibility. #cmworld

@CrowdContent

 

*gasp*… my last minute tweet editing backfires. Whoops! #cmworld

@cvanek

 

A7. If you’re gonna use Excel for the Dashboard, take a course in Excel Dashboards. #CircularReferencePerhaps #cmworld

@KipMeacham

 

Q7: Be sure to tell the story of your data. (E.g. Why are people engaging on certain days and times?) #CMWorld

@SMDGNWI

 

@KipMeacham oh that hashtag! lol #cmworld

@CMIContent

 

@CMIContent Exactly. How my CEO wants it is different than how my creative team prefers it. #cmworld

@JoshStAubin

 

A7 forgot to add A7 <~ excel #cmworld

@HomeZada

 

@TeriMKojetin Spreadsheets help us track our key performance indicators and keep the office accountable! #cmworld

@fieldlogix

 

@SqueezeCMM I like this answer. Work-in-progress, I think, is a reality for most of us! It’s where I live…. Haha. #cmworld

@ChristinKardos

 

@CMIContent A7. To collect I definitely recommend combining @screamingfrog with @googleanalytics data: http://moz.com/blog/how-to-combine-screaming-frog-data-with-google-analytics-data #cmworld

@chrismikulin

 

A7: We are huge fans of @Canva as a (mostly) free way to make interesting visual graphics. Just tables can get very #deathbydata #cmworld

@GeorgetownIMC

 

A7: once you have the data, Domo presents it in a really beautiful way. #cmworld

@tonyxrandall

 

@SMDGNWI YES! Context. #cmworld

@ChristinKardos

 

Always round up. #cmworld

@BrandedCartoons

 

A7 Excel is great for organizing data – but there are tools that will make it more bearable lol like @SumAll #cmworld

@lifeofaworkgirl

 

A7. Anyone use @GeckoBoard or like tools? to build dashboards? #cmworld

@TweetsFromPawan

 

A7: We turn data into visuals – graphs, infographics, etc. Easier to understand & digest quickly. #cmworld

@AugeoGreer

 

@BrandedCartoons we haven’t had a chance to say hello yet today! Good to see you! #cmworld

@CMIContent

 

@lifeofaworkgirl @SumAll Agreed. Organizing data and displaying data are 2 different challenges. #cmworld

@JoshStAubin

 

A7) I work with super brainy analytics and programming folk who build dashboards and run cool programs and stuff. I don’t do it. #cmworld

@ChristinKardos

 

.@ChristinKardos Thx! it’s a very rapidly evolving space, everyone has their own metrics. Systems need to have lots of flexibility. #cmworld

@SqueezeCMM

 

MT @TweetsFromPawan A6 Tools depend on content type & class of metrics you are tracking. See my tools map: http://bit.ly/ContentToolsMap

@Dacar1981

 

Q8: What do you think — or hope — the next evolution of measurement will look like? #CMWorld

 

@CMIContent @BrandedCartoons @jonjsilves7789 You should try @trello then – visual organization system #cmworld

@TugceOe

 

@jonjsilves7789 @GeorgetownIMC We just found out about @Canva & we love them already too! #cmworld

@AugeoGreer

 

.@cvanek Good call! Weekly whiteboard tracking keeps our team motivated and everything top of mind. #cmworld

@CrowdContent

 

@TugceOe @CMIContent @BrandedCartoons @jonjsilves7789 I 2nd that… @trello is a great system! #cmworld

@JoshStAubin

 

@CMIContent A8: More about engagement, less about vanity metrics. #CMWorld

@ThinkSEM

 

I’m not a numbers girl lolol if you have anyway to make data more manageable please let me know! #cmworld #sexydata

@lifeofaworkgirl

 

a7 BI tools like Tableau can also be very helpful with pattern visualization. #cmworld

@SqueezeCMM

 

A8: I hope we never get too reliant on the tools that we don’t use human analysis and common sense. #cmworld

@mikemyers614

 

A8: Would LOVE for attribution tools to get cooler/better. So important for measuring ROI. #cmworld

@SueBrady

 

A8. @JoanAllen in #TheBourneTrilogies. #JustSayin @CMIContent #cmworld #PamLandryForCMO

@KipMeacham

 

@CMIContent A8: I would say the next evolution of measurement would be mostly engagement and better ways to track that. #cmworld

@GTAmissions1

 

A8. Future of metrics: Full funnel measurement (not just top of the funnel), predictive analytics, standardization across orgs… #cmworld

@TweetsFromPawan

 

@JoshStAubin @SumAll 100% – collecting data isn’t the problem…. Looking at it is haha. I love simplicity with data arrangement #cmworld

@lifeofaworkgirl

 

A8) Wishlist: Ways to gain more insight about non-print, non stationary things like #Meerkat activity, podcasts, etc. #cmworld

@ChristinKardos

 

@mikemyers614 Great point. Don’t let the tools skew the data. GPS is awesome, but it’s helpful to be able to read a map. #cmworld

@JoshStAubin

 

@CMIContent @googleanalytics ClickTracks, PercentMobile, StatCounter are good one! #CMworld

@Ozaemotion

 

Needed! “@SueBrady: A8: Would LOVE for attribution tools to get cooler/better. So important for measuring ROI. #cmworld”

@av8r2000

 

A8. Using metrics to report, make decisions, and diagnose vs measuring to feel good about what you’ve published. #cmworld

@TweetsFromPawan

 

@brooklynnholtz don’t forget, we’ll have a recap on the blog next week too! #CMWorld

@CMIContent

 

@lifeofaworkgirl @SumAll There’s plenty of data to go around 😉 #cmworld

@JoshStAubin

 

A8: i hope the next evolution brings less focus on hard numbers and more on making friends. #cmworld

@tonyxrandall

 

A8. All kidding aside, simple drag and drop operations for users to do advanced data visualization. #PivotTableMeNot #cmworld

@KipMeacham

 

A8b: And by attribution I mean to/from offline, social, other online, importance of ea touch etc. #cmworld

@SueBrady

 

The same conclusion as every week: make it interesting, make it real, make it human. #cmworld

@BrandedCartoons

 

A8 Simple and accessible to everyone! A program that displays trends would be amazing #cmworld

@lifeofaworkgirl

 

@ChristinKardos Is Meerkat a product, or are you just really into the cute, little animals? #cmworld

@atxcopywriter

 

@CMIContent @ChristinKardos Wow, I think that’s the first #meerkat reference I’ve seen today. #bacon #cmworld

@mikemyers614

 

@tonyxrandall Less on vanity and more on substance… #cmworld

@JoshStAubin

 

@JedRecord @ChristinKardos we’re so lucky to have such a smart and insightful (and good looking) community 🙂 #cmworld

@CMIContent

 

I have always wanted rolling metrics on what our subscribers were most interested in based on their social profiles & behavior A8 #cmworld

@cvanek

 

@mikemyers614 I think that’s more of a company issue. Some are already there. #CMWorld

@JeremyBednarski

 

@SMDGNWI yes! Data provides a huge opportunity for marketers- the opp to illustrate #impact of our brand/product #cmworld @CMIContent

@millennovator

 

A8: Cut the fluff. It’s just the worst. #cmworld

@jonjsilves7789

 

@atxcopywriter Haha!! This made me smile a big smile. 🙂 @AppMeerkat – it’s an app – live video streaming integrated w/Twitter. #cmworld

@ChristinKardos

 

.@SMDGNWI yes! Data provides a huge opportunity for marketers- the opp to illustrate #impact of our brand/product #cmworld @CMIContent

@millennovator

 

A8: I want an application that takes my favorite Google Analytics dashboards and converts them into beautiful graphs and charts. 🙂 #cmworld

@propecta

 

@CMIContent A6 starting from mobile, combined with social + real time + tracking codes #cmworld

@katairobi

 

We’ll spend the last 10 minutes asking @TweetsFromPawan questions. Ask now! #CMWorld

@CMIContent

 

A8. Dashboards/consoles that turn all the data into clear, actionable #ContentMarketing CTAs. #cmworld

@KipMeacham

 

@JeremyBednarski True. #cmworld

@mikemyers614

 

A8: Someday, we hope for a unification of metrics. Systems are so fragmented & don’t play nicely together #cmworld

@GeorgetownIMC

 

@GeorgetownIMC agreed completely. #cmworld

@TweetsFromPawan

 

@jonjsilves7789 what is the fluff? #cmworld

@tonyxrandall

 

A8. A tool that houses all the metrics I need. Right now, it’s everywhere! #cmworld

@SocialSMktg

 

Until there are questions for me, a q for you: how often do you look at metrics? every day/week/month? #cmworld

@TweetsFromPawan

 

A8: Technology is trying to humanize everything. I think it will be nearly impossible to fake engagement to gain credibility… #cmworld

@fieldlogix

 

@propecta and if it could be done automatically on a predetermined basis, sign us up! #cmworld

@AugeoGreer

 

@TweetsFromPawan I generally take a look each week… and then go in with more scrutiny on a monthly basis. #cmworld

@ChristinKardos

 

@SocialSMktg Yes! It’s a lot of work to compare web metrics with social metrics, etc. Lot’s of manual involved. #cmworld

@JoshStAubin

 

@GeorgetownIMC I think the dream of unified metrics will never meet reality. Sorry for that sad note. 🙁 #cmworld

@JedRecord

 

Interested in hearing your responses! MT @TweetsFromPawan a q for you: how often do you look at metrics? every day/week/month? #cmworld

@CMIContent

 

@TweetsFromPawan I used to check every day. Now I understand more about how they work and check weekly. #cmworld

@AnOrchidInBloom

 

@TweetsFromPawan Weekly…do you hear a typical interval in your work? #cmworld

@mikemyers614

 

A8: The abolition of ‘Not provided’ would be lovely! #cmworld

@wyzowl

 

@AugeoGreer When I figure it out, you’ll be the first to know. 😉 #cmworld

@propecta

 

I view some metrics daily, like orders and activations #cmworld

@SueBrady

 

@ChristinKardos @TweetsFromPawan It’s good to see the current landscape as u go but u need a larger sample size to really compare. #cmworld

@JoshStAubin

 

@tonyxrandall Paying for Page Likes, for example. It’s just…awful. #CMworld

@jonjsilves7789

 

@JoshStAubin @TweetsFromPawan Exactly! #cmworld

@ChristinKardos

 

@JedRecord Let’s keep the hope alive! There is certainly a demand! We won’t hold our breath though… :-/ #cmworld

@GeorgetownIMC

 

and how much time per week are you spending pulling together this data from all these systems? #cmworld

@TweetsFromPawan

 

.@TweetsFromPawan We run weekly metrics reports, but we make use of them daily. #CMWorld

@SMDGNWI

 

What she said. -> MT @ChristinKardos: @TweetsFromPawan generally look each week, then go in with more scrutiny on a monthly basis. #cmworld

@CrowdContent

 

@TheContentQ @CMIContent @JoePulizzi @JordanaOZ @Robert_Rose @filteredmedia @bmahlab @ToddWheatland @ArnieK so much fun at #CMWorld

@TPLDrew

 

I look at stats weekly. Unless it’s my own content, then I will admit I am refreshing the stats very often 🙂 #cmworld

@TweetsFromPawan

 

a3 #cmworld Determining goals and objectives for the type of engagement & interaction you want to prompt is essential for mapping metrics

@millennovator

 

@TweetsFromPawan Is that a different take on “vanity” stats? 😉 #cmworld

@atxcopywriter

 

This 1000x over! MT @KipMeacham The tweeps never fail to expand my views and ideas. #MostExcellent #cmworld

@CMIContent

 

Thanks to @TweetsFromPawan for joining us on our #CMWorld chat today! Who’s ready to analyze some metrics?

@CMIContent

 

@GeorgetownIMC It can be habit forming (in a good way). #cmworld

@mikemyers614

 

Find more info on @TweetsFromPawan, check out the @Curata website http://www.curata.com/about_us/pawan-deshpande/ #CMWorld

@CMIContent

 

If you haven’t read it yet, please check out my long form ebook on metrics that has the full deep dive: http://bit.ly/CMmetrics #cmworld

@TweetsFromPawan