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More thoughts on unifying Web metrics

Marshall Sponder had some thoughtful feedback on my newsletter this month on unifying Web metrics. Marshall agreed that metrics are too hard to measure accurately right now, and added some more depth to how hard it is to know whether someone is qualified to see your promotional offer and how tough it is to figure out how many times your blog gets read.
After reading Marshall’s concern about my statement that “Until something better comes along, we can make the simplifying assumption that the impressions of your blog posts in blog readers are equal to your number of subscribers,” I realized that I had not been clear in the original post. What I was trying to say was that you can make the assumption that whatever number of subscribers you have is the best surrogate we have for blog impressions. The way I wrote it, it sounded like the reverse (use your blog impressions to estimate subscribers). What I was trying to say is that because so many blogs are read within RSS readers with no clicks to the blog Web site, the (admittedly poor) estimates we have of number of subscribers is the best guess at how many impressions each blog post gets. Yes, I know that it’s wrong, but it’s better than nothing. I suggested later in my newsletter a few ways that we could refine the estimates of all of these counts to be more accurate.
Thanks to Marshall for pointing out an area were I was not being clear. You can check out all of Marshall’s thoughts at WebMetricsGuru.

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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