universal measurement tool

[mike mathieson]

There's no doubt that an aggregation of tools to measure on-line for clients is critical. The tools already exist out there to make brands realise the importance of the sector - the key is to agree a common methodology. if the ad industry can do it with the TVR then its got to be doable - right?

[Jamie Burke]

Hi Mike,

I and David Cushman held an event yesterday for existing clients and new biz to serve as a mass education of the basics.

One element was ROI which I think was fantastically covered by Luke Brynley-Jones. I will share the video and slide-deck as soon as its up online (hopefully today) as I think it will start as a great foundation for debate.

I think the biggest take away for me was many things can be achieved via P2P activity from brand building, direct sales, improved CRM to the most common theme which was cost savings as a comparable with the traditional method of doing things. Big leap for a client who isn't used to quantifying a lot of this stuff. So its working closely with the client to create a set of real KPI's and not catering to their old success measures.

But I totally agree that is the make or break of P2PR. We will only see proper financial reward if we crack it and it will immediately filter out the cowboys and better our industry.

[Jamie Burke]

MIGHT BE GOOD TO SHORTHAND LINK DUMP HERE AND HOLD THE DISCUSSION ON THE BLOG? THOUGHTS?

[Chris Reed]

Aha - the universal measurement tool. The quest for the holy grail of social media. Certainly worth a discussion about it. I wonder if maybe even for the next P2PR thing trying to arrange a show and tell from some of the major suppliers of OTS packages? Though this won't answer the question of a common methodolgy...

In fact, the quest for that common methodology was the reason that Measurement Camp started. I can't recommend it highly enough. Certainly worth a visit if you haven't yet.

In the meantime (and I know this is more suppliers than methodology), E-consultancy's report last year is pretty good.