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FutureNow Post
Monday, Oct. 1, 2007 at 1:12 pm

Techmeme, Technorati — Let’s Blog the Whole Thing Off…

October 1st, 2007


Rank is something we bloggers take very seriously. The problem is, nobody seems to be that good at measuring it — not yet, anyway.

For the past couple years, bloggers have loosely relied on Technorati to do the job, with blogs ranked according to their number of incoming links from unique blogs. For some bloggers, though, that may change now that Techmeme has announced a new feature, Techmeme Leaderboard, that ranks blogs according to how often they appear on, well, Techmeme.

Over at TechCrunch…

...continue to read "Techmeme, Technorati — Let’s Blog the Whole Thing Off…"

FutureNow Post
Tuesday, Sep. 18, 2007 at 5:10 pm

Microsoft Tries to Measure “Online Commercial Intent”

September 18th, 2007
FutureNow Post
Thursday, Aug. 30, 2007 at 8:00 am

PRIZM Clusters Not as Predictive as Behavior

August 30th, 2007

Don't be fooled by the PRIZMOn his Marketing Productivity Blog, Jim Novo drills down into the misconception that PRIZM (define) clusters can be more predictive than actual human behavior. A rare breed of marketer who understands both the statistical and behavior ends of the spectrum, Jim explains the danger of distorting one’s vision by gazing only through the PRIZM:

[...] what is the likelihood these households reflect the overall “label” of the PRIZM cluster? Combine this with the fact that for customer analysis, demographics are generally descriptive…

...continue to read "PRIZM Clusters Not as Predictive as Behavior"

FutureNow Post
Thursday, Jul. 19, 2007 at 7:22 am

Rubel’s Twitter List Trumps Godin’s Bestsellers

July 19th, 2007

Spin Cycle 2.0David Brain, President & CEO of Edelman PR, created a stir on his SixtySecondView blog when he published this “Social Media Index“; an attempt to measure the influence and footprint of various marketers and their blogs. Lo and behold, GrokDotCom made the list of Top 30 blogs.

It’s OK, you can hold the applause. We did.

Sure, it’s flattering to be on any list that suggests you’re a top blog, but what does this say about influence? Things get more dubious once channels like…

...continue to read "Rubel’s Twitter List Trumps Godin’s Bestsellers"

FutureNow Post
Tuesday, Jul. 10, 2007 at 8:55 am

Nielsen’s “Time Spent”: Worst Ranking Metric Ever?

July 10th, 2007
FutureNow Post
Wednesday, Jun. 6, 2007 at 9:11 am

Too Many Marketers Are Addicted to (Useless) Data

June 6th, 2007

How many metrics are on you dashboard? 10? 30? 60? 100?

How many do you actually look at on a regular basis?

How do you use that information? If a metric goes up or down, how does that guide a specific action?

In other words, what actionable insight does this data provide? The main problem is, data’s good at telling you what your customers are doing, but not WHY they’re doing it.

A recent Ad Age article, Move From Metrics Overload to Actionable Insights (paid subscription…

...continue to read "Too Many Marketers Are Addicted to (Useless) Data"

FutureNow Post
Wednesday, Feb. 21, 2007 at 10:10 am

Web 2.0 Metrics: The More Things Change…

February 21st, 2007

Sugar-coated metrics, no teethLately, untold ink (read: pixels) has been spilled by marketing bloggers in search of definitive Web 2.0 metrics. For instance, now that the web page is dead, does that mean Page Views are dead, too?

Far from alone in his search for a new metric [cue Huey Lewis], Micro Persuasion’s Steve Rubel recently asked, “What will replace the almighty Page View?“:

These days most interactive web sites are built using Flash and/or Ajax (a cake mix of Javascript, XML and HTML). Page…

...continue to read "Web 2.0 Metrics: The More Things Change…"

FutureNow Post
Monday, Feb. 12, 2007 at 7:54 pm

AdAge to Marketers: ‘Forget Buzz, Focus on Biz’

February 12th, 2007

This is your brain on BUZZ... [by Roger Penwill]From Advertising Age‘s fifth annual Madison & Vine conference last week, more evidence that ‘ROI marketing’ isn’t just another empty buzzword.

Isn’t it great to see folks embracing multi-channel strategy in an intellectually honest way?

Rarely these days does one hear wimpy buzz metrics like “Impressions,” “Page Views,” or (yikes) “Eyeballs” as measures of success. No, friends, it seems more accountable (and profitable) metrics are here to stay; namely, Conversion, ROI and, a crowd favorite, REVENUE.

Pontiac’s brand chief, Mark-Hans Richer, was particularly…

...continue to read "AdAge to Marketers: ‘Forget Buzz, Focus on Biz’"

FutureNow Post
Wednesday, Feb. 7, 2007 at 4:14 am

Touchdown! GoDaddy Discovers Online Conversion

February 7th, 2007

According to’s recent Super Bowl ad, “Everybody wants to work in marketing.”

Why’s that? At GoDaddy, marketing these days means parties, champagne, t-shirts, and… transparency. And so we say, “you’re welcome.” (I’ll explain later. In the meantime, we should congratulate GoDaddy CEO Bob Parsons for getting his metrics straight. The Magic Kingdom awaits your arrival, sir.)

In a guest piece on AdFreak’s Super Bowl blog, Parsons responded to critics of GoDaddy’s not-so-shocking-for-the-00′s ad–replayed no less than three times, mind you–with some equally…

...continue to read "Touchdown! GoDaddy Discovers Online Conversion"

FutureNow Article
Saturday, Apr. 15, 2006

The Great Debate: or “When All You Have is a Reporter, Every Analysis Looks Like a Nail”

April 15th, 2006

In the Visits/Visitors debate, side with Unique Visitors

by Howard Kaplan and John Quarto-vonTivadar

Analysis doesn’t happen in a vacuum. And as we’ve said a thousand times: you can torture the numbers to confess to … uh, we mean, rationalize … just about anything.

Matt Belkin of Omniture blogged recently about the differences between Visits and Unique Visitors as they relate to measuring reach and as they factor into the Conversion Rate formula. Matt argues that Conversions per Visit is more important than…

...continue to read "The Great Debate: or “When All You Have is a Reporter, Every Analysis Looks Like a Nail”"

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