Avoiding Measurement

I'm still running away
Image by Vincepal

Would you like to learn how to create an integrated multichannel marketing program? Register today for a Marketing in the Round training with Gini Dietrich and me in Boston, Chicago, Kansas City, New York or Washington, DC.

I was talking with Gini Dietrich about our forthcoming book Marketing in the Round, and which topics people would find interesting. We discussed measurement, and both of us noted that whenever we get into the nitty gritty of ROI and outcomes blog traffic drops precipitously.

Generally, marketers and communicators avoid measurement.
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What’s the ROI of Pinterest?

PinROI

Well known social media experts like to slough off tough questions about return on investment (ROI) with flip phrases like, “What’s the ROI of your mom?” Now it’s time to turn the tables and ask social media experts, “What’s the ROI of Pinterest?”

For the past few weeks we have experienced a deluge of Pinterest hype across the social media sphere, marketing media, and the periodic mainstream news piece. Pinterest is touted as the next hot thing, and we see a ton of suggestions from “experts” on how to market using Pinterest.

What is rarely offered is demonstrative evidence of ROI. And shared case studies are often sandbox level successes that produce light outcomes like follower counts, but not actual financial results. Here are some examples:

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Listen to the Fifth Estate for Free

Geoff Livingston & The Fifth Estate

In the past three days, Chapters 6 and 7 of Welcome to the Fifth Estate have been podcasted, completing the reading of the book. Welcome to the Fifth Estate is now available for listeners in its entirety for free. Below please find a list of podcast episodes.

In addition to making the book available for free, the next few weeks include three live virtual appearances:

If you’d like to discuss the book and any of its topics, please join one of these conversations. The first two promise to be wonky and fun (see video on Danny’s blog), and the latter webinar should help folks get down to brass tacks. Hopefully, these podcasts and the information contained in the book are useful to you.

Thank you for being such a great community of readers!