As we work on the next version of our own measurement model, Conversation Impact, I am noticing some really good thinking in pockets of the marketplace on disciplined measurement. Jeremiah Owyang and John Lovett have a couple of white papers and a preso that offers up some pretty good formulas to follow for different types of business initiatives (e.g. advocacy vs. customer support).
Check out the papers and presos here and this slide serves as a summary of their formulas (along with some tracking of technology vendors whose tools enable different tracking. I would argue that "Foster Dialog" is not a true business objective but I believe I am arguing semantics on top of a pretty good analysis.
John, sorry delay in responding it was on my 'todo' Thanks for the review, really appreciate it.
Agreed, the real business goals of 'dialog' (which is a verb) would be 'increasing awareness, increasing marketing consideration, engaging and improving relationships with the market' or any other goal that would be accomplished by developing relationships or sharing information.
Posted by: jeremiah owyang | June 22, 2010 at 10:06 PM