Just a short note on the debate around measurement and metrics on the web. James Cherkoff has a good round up of the issues involved which can be summed neatly as follows:
"a recent McKinsey report shows that despite the fact that the web can offer data like no other, it still hasn’t come up with a metrics package and system that is sufficently user-friendly and stable to attract the really big brand budgets … A top media executive
described the same idea to me very succinctly as: "We know the bike is broken, but it’s the only one we’ve got".
I think most us would agree with that, but we really need to start looking at ways to measure the web in line with the new ways it changes the way we interact. We won’t be able to get anywhere near a half-decent metric as long as we’re still forcing traditional adSmallervertising/marketing/PR measurement frameworks over a revolutionised and revolutionising medium.
In other news the Society for New Communications Research has announced the start of a research project "titled New Media, New Influencers and Implications
for the PR Profession, will explore the impact of Web 2.0 and social
media tools on communications and the public relations profession."
It’ll be interesting to see if there’s a chapter dealing with the elusive measurement issue.
Technorati tags: James Cherkoff, measurement, metrics, Society for New Communications Research, Web 2.0
Leave a Reply