â€œWe use close rates (really conversions,â€ said Pike. â€œBut we're trying to migrate away from that.â€
Then, â€œThere's net promoter rate -- Is it improving our brand equity?â€
Finally, â€œGross margin dollars per year (We hope to bring that down to per customer per year,â€ said Pike. â€œLooking at bottom line revenue, rather than top line revenue.â€
â€œWe used to use impressions,â€ Pike added.
Just as we were getting use to tweeting, Adam Weinroth, Director of Product Marketing, Pluck Corp., comes along and tells us we should be plerking.
Noting that most of the people in the room at OMMA Social may only have been on Twitter for a matter of weeks, he said the next big new social media platform is actually something called Plurk.
It's not affiliated with Pluck, Weinroth disclaimed.
According to Plurk's Web site, it is, â€œa place that let's you publish and share your thoughts, emo-ness, #^@%(& loves.â€ I ...
To paraphrase Browning's strategy: â€œWe looking at data from an effectiveness standpoint (how they are driving profitability, for example); and looking at data from an insight standpoint, so you're smarter going forward.â€
"You get it on Oprah, and you're done," promised Paul Beck, Sr Partner, Executive Director of Digital at Ogilvy Worldwide.