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Are marketing metrics becoming trendy?

At BtoB Magazine’s NetMarketing Breakfast, I was struck by how many of the questions were about Web metrics. Are marketing metrics becoming trendy?

These are not the good old days. Time was, you got a hundred marketers together and they talked about target segments, ad buys, demographics—the nuts and bolts of delivering your message. But times have changed. The biggest change ushered in by the Internet has not been banner ads, affiliate marketing, or even search marketing—it’s metrics-based marketing.
Direct Marketing used to be an arcane specialty in marketing that few pursued and fewer mastered. Response rates, A/B split runs—Direct Marketers learned to experiment. Test and measure. Refine everything looking for every slight improvement.
But the Internet has made almost everyone a Direct Marketer, not in the sense that every Web site offers e-Commerce, but rather than all Web marketers take the Direct Marketing approach of test and measure. Click through rates, traffic, conversions. We are measuring everything, but are we really taking on the Direct Marketing mindset? Are you relentlessly tuning your content? Do you know whether your changes improve conversion rates?
Join the trendsetters and learn to think like a Direct Marketer. Marketing is becoming metrics-driven—not the flabby customer satisfaction or brand attribute metrics that we know, but a scientific way to maximize your return on investment.


Mike Moran

Mike Moran is a Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also served as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website,, most recently as the Manager of Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He was a Senior Fellow at the Society for New Communications Research and is now a Senior Fellow of The Conference Board. A Certified Speaking Professional, Mike regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide.

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