The Top 10 Most Underappreciated Metrics To Track in 2008


This post is the continuation of a topic I started yesterday all about the right metrics to focus on and how many marketing teams may be using the wrong ones without realizing it…as a whole, the single word that defines the old view of metrics is to focus on impressions. A more sophisticated model measures engagement or interaction (ie – a more active consumption of content). Eyeballs are not enough. So, to help you start thinking outside your typical metrics, here are some of the underappreciated metrics that I believe more brands should focus on in 2008. >>Full Story

Thoughts// A great post from Rohit Bhargava (of Ogilvy Public Relations Worldwide) that complements our previous posts on the Travel 2.0: Interactive Trend Report discussing what new metrics marketers should be measuring with interactive marketing campaigns. Basically, Rohit makes the same case that Mo and I have in regards to focusing greater attention to engagement, rather than impressions.

Here is a summary of his ‘The Top 10 Most Underappreciated Metrics To Track in 2008‘:

  1. Inbound Links (from influential sources)
  2. Direct URL Access
  3. RSS Subscribers
  4. Email Link Referrals
  5. Time Spent (engagement)
  6. Organic Keyword Referrals
  7. Email Longevity and Multiple Opens
  8. Abandonment
  9. Clickstream
  10. Microsharing

And just so you can see what you can stop tracking, here are Rohit’s ‘The Top 10 Most Overused Metrics of 2007‘:

  1. Impressions
  2. Technorati Authority
  3. Comments
  4. Trackbacks
  5. Time Spent (searching)
  6. Keyword Conversion Rate
  7. Number of Pages
  8. Email Open Rate
  9. Popover Click Rate
  10. Page Views

I would encourage you to click thru to both of Rohit’s posts. He offers a good explanation of why you should and should not be tracking (or at the minimum, paying so much attention to) these metrics.

My two personal favorites are his explanations of pages views…’no list of useless metrics would be complete without (them)‘…and number of pages…’more pages is not necessarily a good thing‘.

Thank you Rohit. Please, everyone, stop reporting page views. They mean nothing.

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