9780470920107

Measure What Matters : Online Tools for Understanding Customers, Social Media, Engagement, and Key Relationships

by
  • ISBN13:

    9780470920107

  • ISBN10:

    0470920106

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 3/15/2011
  • Publisher: Wiley

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Summary

In an online and social media world, measurement is the key to successIf you can measure your key business relationships, you can improve them. Even though relationships are "fuzzy and intangible," they can be measured and managed-with powerful results.Measure What Matters explains simple, step-by-step procedures for measuring customers, social media reputation, influence and authority, the media, and other key constituencies. Based on hundreds of case studies about how organizations have used measurement to improve their reputations, strengthen their bottom lines, and improve efficiencies all around Learn how to collect the data that will help you better understand your competition, do strategic planning, understand key strengths and weaknesses, and better respond to customer preferences Author runs a successful blog and serves as a measurement consultant to companies such as Facebook, Southwest Airlines, Raytheon, and AllstateDon't draw conclusions or make key decisions based on guesswork. Instead, Measure What Matters and the difference will show in the most important measure: your bottom line.

Author Biography

KATIE DELAHAYE PAINE is the publisher of KDPaine's Measurement Blog and The Measurement Standard, the first blog and newsletter for marketing professionals dedicated entirely to measurement and accountability. For the past two decades, she has been a measurement consultant to some of the world's most admired companies, including SAS, Raytheon, and Cisco.

Table of Contents

Foreword
Preface
Not Your Father?s Ruler
Not Only Can Everything Be Measured, You Won?t Survive Without Good Metrics
How to Get Started
Seven Steps to the Perfect Measurement Program: How to Prove Your Results and Use Your Results to Improve
Yes, You Can Afford to Measure: Choosing the Right Measurement Tool for the Job
How to Measure What People Are Saying About You Online and Off
How to Measure Marketing, Public Relations and Advertising in a Social Media World
How to Use Numbers to Get Closer to Your Customers
Measuring the Impact of Events, Sponsorships, and Speaking Engagements
How to Measure Influencers and Thought Leadership
Measuring Relationships with Your Local Community
Measuring What Your Employees Think
Threats to Your Reputation: How to Measure Crises
Measuring Relationships with Sales People, Channel Partners, and Franchisees
Measurement for Non-Profits
Measure what Matters in Higher Education: How to Get an A in Measurement
Epilogue
Glossary
Appendix 1
Appendix 2
References
Table of Contents provided by Publisher. All Rights Reserved.

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