Comments on: Measuring Conversational Media

By: Vladimir Dimitroff

Vladimir Dimitroff — Sun, 29 Jun 2008 21:58:00 +0000

Measurement and data do not always lead to insight, I agree.

But no measurement and no data always lead to no insight. Period.

(Or, sorry, I forgot that certain brand gurus get insight form divine enlightenment. The rest of us mortals need neasurement and data).

It’s what you measure, how you measure it and, not least, what you do with all the data at hand – that determines insight (or the lack of it).

As to standards and innovation, Picasso has said it best: “By all means, break all the rules – as soon as you know them!” He could paint a square face with 3 eyes and that was innovation, because he could draw a perfectly realistic, academic portrait before that. To break rules, there must be something to break in the first place, a departure point, a coordinate system.

In this sense, standards enable innovation, in addition to other mundane but vital practicality they are needed for.

Just MHO, it’s others’ sovereign right to differ

By: Michael Blowers

Michael Blowers — Thu, 12 Jun 2008 08:35:48 +0000

On the basis of your insights above I can see where James Lamberti is coming from. Okay, so much of it is new and traditioanl media measurement techniques can’t process the impact of Twitter, YouTube etc. But its the same people, the same audience, just doing things differently.

I wonder if there is no effective solution at present. I don’t think the market has any particularly capable solution and I am not sure the users are educated enough to recognise it even if it did. In 2-4 year when the semantic solutions begin to roll it might be very different.

By: Simeon Simeonov

Simeon Simeonov — Thu, 12 Jun 2008 03:14:35 +0000

Don, this seems like a smart strategy. My econometrics professor said “data speak to you at 3am.” He was right about that, in addition to “data are plural.” Sometimes insight requires a bit of nudging. Data can help with that. The challenge is not letting the existing data and measurement system constrain the thinking.

By: Simeon Simeonov

Simeon Simeonov — Thu, 12 Jun 2008 03:11:40 +0000

But what’s the alternative? No measurement?

By: Ecommerce Solutions

Ecommerce Solutions — Wed, 11 Jun 2008 17:07:54 +0000

Have to agree with Steve Rubel’s comment that, “Measurement doesn’t necessarily lead to insight”. Often measurements can lead to missed opportunities due to misinterpretation.

By: Don Jones

Don Jones — Wed, 11 Jun 2008 16:34:01 +0000

I have found that creating a “swarm” of data metrics around the topic of what is most important to my business (paid subscriptions) has been helpful. Some metrics are directly related, others less so. But insights do come from making unexpected connections between different data sets. Interesting and insightful correlations can come out of some pretty unusual places.