The Metrics Arms Race
Noting that there now are hundreds of metrics for measuring and defining the behavior of consumers sharing brand-related content online – 90 from Facebook alone – Seraj Bharwani, Chief Analytics Officer, Visible Measures says Madison Avenue has entered a “metrics arms race.”
Bharwani, made this observation during his opening keynote at today’s OMMA Metrics & Research conference in New York, said that “at least some brands and agencies are joining the race.”
By that he means they are helping to fuel the proliferation – not to mention the hyper-fragmentation that comes along with it – out of something he described as “metrics envy.”
Bharwani said some brands are “blindly chasing” metrics like likes, fans and friends, just because they consider some new form of bragging rights that are essential to their brand’s dominance, but without knowing what it really means for their brand’s performance.
“If Coke has 30 million likes, apparently Pepsi marketers want a respectable number to match the results,” he said, adding that the logic is being driven not necessarily by a new consumer behavior, but by a new marketing executive behavior: “not missing out on the likes party.”