Measuring the Future: New Metrics for New Media

Margaret Francis (Exact Target/ CoTweet)
Analytics, Social Media & Marketing
Location: Empire West
Average rating: ****.
(4.50, 8 ratings)

New media has made new ways of measurement possible, but many organizations are still using legacy metrics such as impressions and clicks to understand their place in the social web. To make matters more complex, today’s online media landscape is fluid; history is being edited on the fly, and consumers behave differently—and have different expectations—depending on where they interact with brands on the web.

Join Margaret Francis, VP of Products, Scout Labs for a conversation about how social media metrics are evolving, how leading brands are approaching the many challenges of social media measurement and what “synthesized” metrics—which blend quantitative/qualitative data with traditional analytics—can illuminate about online relationships.

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Margaret Francis

Exact Target/ CoTweet

Margaret Francis is the acting Product Manager for CoTweet at ExactTarget and the former Vice President of Product at Lithium Technologies/Scout Labs, where she led development of the social media insight and analytics platform. As former Director of Strategy at Razorfish, Ms. Francis developed marketing and technology strategies for Fortune 500 companies and led cross-functional teams to deliver cutting edge web sites and digital marketing programs. Ms Francis’ clients have included major brands such as Netflix, Coca-Cola, Visa, Nike, Apple, Citibank and Disney. She is a graduate of Yale University and SFAI and a frequent speaker on the topic of social media metrics and their integration into marketing program measurement.

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Comments

Steven Lazarus
10/05/2010 3:13pm EDT

great presentation. looking forward to re-using those slides and sharing the KPI’s you were able to pull together. Very useful.

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Jody Jeffrey
09/30/2010 3:06pm EDT

Very good presentation. Tip – track everything using hidden fields and variable passing (as opposed to promo codes or something) to accurately measure clicks to conversion. We do this to track and measure all things (online fundraising, social media optimization, etc.)

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Graham Smith
09/30/2010 2:04pm EDT

Looking forward to the slides.

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Alexander Jaeger
09/30/2010 1:58pm EDT

thanks for this inspiring presentation

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