Brett Crosby, group manager, Google, provided an analysis at OMMA Metrics & Measurements on how he uses metrics and data in his personal life. A surfer from San Diego, Calif., where he founded Urchin, Crosby wears a watch with a wave counter, which allows him to keep track and count each wave with a click of a button. How many waves you get in a session becomes motivating, he says. But the real benefit comes from timing, knowing how many waves to expect and the frequency in which they occur. While most surfers in the water think about …

While it's not secret to keep content on Facebook fresh to drive consumers to fan pages, Lisa Marino, VP, sales, RockYou, tells attendees at the OMMA Metrics & Measurement conference that don't default fans to the wall. It brings up several issues. For starters, there may be negative comments on the wall. and you never want to start a relationship with negative comments. Put a viral tool on the main landing page. Bud Light has a video function, for example. You can put polls, quizzes or contests on the page, too. Video clips should remain 90 seconds of less, …

MediaPost Publisher Ken Fadner just reminded me that the large sea bird that took out a power line on Captiva Island during MediaPost's Search Insider Summit earlier this year, was an osprey, not an albatross. (But an albatross is a better metaphor for the power issuse, if you know what I mean.) Osprey

Panelist at the OMMA Metrics & Measurement looked at how the role measuring performance is evolving, and why the industry still uses the click to measure success? Gian Fulgoni, Chairman and Co-Founder, comScore: The statement that the Internet is the most measureable medium sets us up for trouble. The industry set the wrong expectations from the beginning. We will never be able to put the genie back in the bottle and have one metric like television. Jim Oliver, VP, Measurement Science, Nielsen Online: The hard research questions center on multichannel transactions and transitions from offline to online. Understanding …

A comScore study of Yahoo and Doubleclick cookies done several years ago revealed 30% of Internet users delete cookies in a month. A recent study suggests rates are up 10%. They delete five different cookies for the same site in a month on one computer, according to Gian Fulgoni, chairman and co-founder at comScore, Fulgoni told attendees during the opening remarks at the OMMA Metrics & Measurement conference in San Francisco on Friday that cookie deletion creates major problems in determining ROI for campaigns. It creates 2.5 times overstatement of unique visitors in a server log, depending on frequency …