Tag Archives: Marketing Bands

Measuring Social Media Value

The following is from the April 2009 Drilling Down Newsletter.  Got a question about Customer Measurement, Management, Valuation, Retention, Loyalty, Defection?  Just ask your question.  Also, feel free to leave a comment. 

Want to see the answers to previous questions?  Here’s the blog archive; the pre-blog newsletter archives are here.

Q:  I’m a social media consultant, facing the interesting challenges of measuring success, and wondered, what are your thoughts on social media measurement and life time value? The two seem to go together, but if anyone has thought about it, you would have.  Would love to know your thoughts.

A:  Just to be clear, the following is specifically about social for use as a Marketing platform, not as a utility or a way to keep in touch with people.  Interacting with other people can create a lot of value – emotional value for the participants.  There are obviously lots of great uses for social platforms and I’m sure there is more to come in that area.  The question is: does any of this make sense as “media”?

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Marketing Bands: the Numbers

(A post by post index of this Marketing Bands Series is here.)

Just wanted to add a quick piece about the results of Optimizing the Bands (see Band Model) – this is the Marketing Productivity Blog after all!  Thanks Moe for the reminder

As we Optimized, there were changes in budget allocation by Band, and as a result there was an increase in Net Customer Value – the goal of the Optimization program in the first place.  For those of you not following the whole story, the budget remained constant, we simply allocated it to the highest and best use through testing.

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