If 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.
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
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
@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
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
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
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
@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
@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
@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