- Hardcover: 272 pages
- Publisher: Wiley; 1 edition (March 15, 2011)
- Language: English
- ISBN-10: 0470920106
- ISBN-13: 978-0470920107
- Product Dimensions: 6.3 x 1 x 9.3 inches
- Shipping Weight: 1 pounds (View shipping rates and policies)
- Average Customer Review: 16 customer reviews
- Amazon Best Sellers Rank: #258,511 in Books (See Top 100 in Books)
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Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships Hardcover – March 15, 2011
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From the Inside Flap
If the only numbers you really care about are revenue and profits,you'll never fully understand what makes them go up or down. Wantto know what people think of you? Want to know how those opinionswill affect your sales? You're only guessing unless you learn howto Measure What Matters.
Today, even the smallest business can track and measurerelationships with customers, with the media, and even withemployees and sales forces. Measure What Matters deliversthe know-how to find those tools and use them to increase yourrevenues.
The right data tells you whether you're getting your share ofink. It tells you how you stack up against your competition insearch ranking, sales, share of conversations, and share of wallet.Good data measures what your marketplace is saying,thinking, anddoing. It reveals which of your methods work and which onesdon't.
In Measure What Matters, you'll get step-by-step guidanceto:
- Build a list of the top 100 influencers in yourmarketplace
- Use data to get closer to your customers and determine whichoutlets matter to them most
- Measure the impact of events, sponsorships, and speakingengagements
- Measure your relationships with your local community, members,donors, employees, salespeople, and distributors
- Reduce the impact of crises
Don't rely on hunches or your gut. Good data will save you timeand boost your credibility. You'll have the leverage you need toset priorities, allocate resources, and improve business practices.Now is the time to figure out why your sales rise andfall—and what you need to do to make them rise faster.
From the Back Cover
praise for measure what matters
"Katie Paine not only gets it and teaches it, she helpscompanies implement it and profit from it. This book is filled withimpressively sound judgment, tremendously powerful guidance, andpractical how-to advice."—Jim SterneChairman, Web AnalyticsAssociation, and author of Social Media Metrics
"Katie Paine understands social media and social PR in away thatfew others out there do. Over the years, she has consistentlycalled for rational and reasonable metrics for success in publicrelations, and she continues that call in our new age of socialcommunication. Measure What Matters will teach you justabout everything you need to know about managing onlinerelationships."—Eric T. Peterson author of Web AnalyticsDemystified
"Katie Paine has elevated measurement from merescience to highart and, in the process, given us a powerful newset of tools torefute the tired claim that customer relationships can't bequantified. Marketers should devour this book. It will help thempersuade skeptical executives of the need to adapt to the new worldof empowered customers."—Paul Gillinauthor of SocialMarketing to the Business Customer
Top customer reviews
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Katie D. Payne's Measure What Matters is the preeminent work in this area to date. I know I'm going out on a limb saying that, because there have been some good books written on measurement. But nothing as thorough and in-depth as this, in my view. I've read them all, believe me.
Even though this book includes some heavy lifting, it's worth the time it takes to read carefully and learn. Those of us without a business or marketing degree may have to slow down in some spots, but for the most part, this book goes at a pace that most marketing and communications practitioners should easily feel comfortable with. I love the fact that the book also offers specfic advice on measuring events, relationships with local communities, higher ed, crisis, internal employee relationships, sales and partner relationships, and the list goes on. It is thorough, and it will open your eyes to the fact that there are much more effective ways of measuring than HITS (How Idiots Track Success). Must read.
Via blog, newsletters, countless speeches, articles, and white papers, Paine
has tirelessly and openly shared with practitioners war stories from decades of
the trench-level measurement fight on both the client and vendor sides. With
her new book, Measure What Matters: Online Tools for Understanding Customers,
Social Media, and Key Relationships, Paine's latest share is our industry's gain.
While it is essentially a "social mediafication" of her earlier 2007 book, Measuring Public Relationships: The Data-Driven Communicator's Guide to Success, it is a new and quite timely contribution to the field.
Ms Paine has written a concise, well thought out, and nicely explained guide that provides examples for every situation.
Most recent customer reviews
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