Thursday, 17 July 2008

more on metrics

Reference programmes have grown up over the last couple of years; full-circle measurement is now possible (for sales activities) and I am very pleased indeed with how far we have come. One of the 'groundhog day' conversations in customer reference land is measuring the use of case studies.

Not easy.

Personally I do not subscribe to formulas such as 'X number of downloads really equates to Y number of views' however it's also clear that marketing, sales and customers do not download a case study every time it is used.

Privacy rules prevent a technology solution (quite right too) however I see case study use as one of the last unquantified areas of programme ROI.

Hang on, what about Analyst, Press and Event activity measurement? any ideas? (non-formula based)

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