Soft metricsPere Rovira - Director at WebAnalytics.es

www.twitter.com/pere_rovira

www.linkedin.com/in/pererovira

pere@webanalytics.es

Soft metrics “evaluate the things that aren’t apparent”

Conversion is not enough“If 2% of users convert, what do the others do?”

Context is meaning“If I increase sales by 20%, should I be happy?”

“measure beyond conversion

with context always in mind”

Engagement“A promise to marriage... the period of time between proposal and marriage”

Engagement

Actions Segmentation Outcomes

comments, subscriptions, videos viewed, backlinks, re-

tweets, facebook fans, etc.

fanatics, lovers, casual, one night

stands, etc.

do lovers convert more than one night stands?

Influence“The capacity to produce efects on the actions or opinions of others”

Influence

Metrics Outcomes

twitter followers, RSS subscriptions,

newsletter CTR, survey response

rate, etc.

leads from social media, quotations,

interviews, speaking engagements, guest

articles, etc.

Satisfaction“Enjoyment, pleasure, comfort, fulfillment”

Satisfaction

Metrics Outcomes

loyalty

angry feedbacks

time to finish a transacion

recomendationscustomer loyalty

customer feedbacktransactions

Context“I am tall as long as you’re short”

Context

Techniques Tools

User panels

ISP traffic analysis

Nielsen NetviewComscore

Google Ad PlannerGoogle Trends

HitwiseNetsuus

Outcomes

data comparisons

hints on competitor advantage

seasonality, events

“measure beyond conversion

with context always in mind”

Thanks!Questions?

www.twitter.com/pere_rovirawww.linkedin/in/pererovira

pere@webanalytics.es

References

Is conversion rate enough? http://www.kaushik.net/avinash/2008/01/is-conversion-rate-enough-

its-a-good-start-now-do-more.html

Trinity. A mindset & Strategic Approach http://www.kaushik.net/avinash/2006/08/trinity-

a-mindset-strategic-approach.html

How to measure visitor engagement, redux http://

blog.webanalyticsdemystified.com/weblog/2007/10/ho w-to-measure-visitor-engagement-redux.html

Marketing metrics: the hard and the soft http://thecustomercollective.com/TCC/

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Image credits

Slide 2 - http://www.flickr.com/photos/pensive-reflections/3112687360/

Slide 3 - http://www.kaushik.net/avinash/2008/01/is-conversion-rate-enough-its-a-good-start-now-do-more.html

Slide 4 - http://www.flickr.com/photos/curiousexpeditions/489992128/

Slide 7 - http://www.flickr.com/photos/eyermonkey/2842941601/

Slide 9 - http://www.mediaphilosopher.com/category/influence/

Slide 11 - http://www.flickr.com/photos/netsrot/164613381/

Slide 12 - http://www.robertomanzoni.it/pics/imgBig/Berretto-Sherlock-Holmes.jpg