SES London 2010 : Jim Sterne on social media analytics

Fri 19 February 2010 20:05, J-P De Clerck

Yesterday, web analytics specialist Jim Sterne, shared his views at the Search Engine Strategies London conference. Sterne, who also founded the Web Analytics Association, focused a lot on social media marketing and the metrics to measure the impact of it. For Sterne, reach, frequency and traffic are still key issues but so are new metrics such as influence.

It’s yet another sign that new forms of marketing are changing the traffic-building landscape of which, let’s face it, SEM is a big part.

In a recent interview, Sterne said that there are three ultimate business metrics: Revenue, Costs and Customer Satisfaction.

For him conversion is a factor of revenue. The question for each company to ask is which key performance indicators point the way toward improving these ultimate metrics for their particular business.

Sterne: "If 10% more leads at a lead quality of B+ or better will result in a 15% increase in revenue, then you know how much you can afford to invest in which programs. KPI's are the 'dashboard' to help you know if your goals are being met, if your campaigns are delivering as hoped or if there's something rotten in Denmark”.

Jim, who is writing a book on social media marketing metrics (due for May), was interviewed by Byron Gordon on these topics and other topics yesterday at SES London.

You can watch the interview below.

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