From the Inside Flap
If the only numbers you really care about are revenue and profits, you'll never fully understand what makes them go up or down. Want to know what people think of you? Want to know how those opinions will affect your sales? You're only guessing unless you learn how to Measure What Matters
Today, even the smallest business can track and measure relationships with customers, with the media, and even with employees and sales forces. Measure What Matters delivers the know-how to find those tools and use them to increase your revenues.
The right data tells you whether you're getting your share of ink. It tells you how you stack up against your competition in search ranking, sales, share of conversations, and share of wallet. Good data measures what your marketplace is saying,thinking, and doing. It reveals which of your methods work and which ones don't.
In Measure What Matters, you'll get step-by-step guidance to:
Build a list of the top 100 influencers in your marketplace
Use data to get closer to your customers and determine which outlets matter to them most
Measure the impact of events, sponsorships, and speaking engagements
Measure your relationships with your local community, members, donors, employees, salespeople, and distributors
Reduce the impact of crises
Don't rely on hunches or your gut. Good data will save you time and boost your credibility. You'll have the leverage you need to set priorities, allocate resources, and improve business practices. Now is the time to figure out why your sales rise and fall—and what you need to do to make them rise faster.
From the Back Cover
praise for measure what matters
"Katie Paine not only gets it and teaches it, she helps companies implement it and profit from it. This book is filled with impressively sound judgment, tremendously powerful guidance, and practical how-to advice."—Jim SterneChairman, Web Analytics Association, and author of Social Media Metrics
"Katie Paine understands social media and social PR in away that few others out there do. Over the years, she has consistently called for rational and reasonable metrics for success in public relations, and she continues that call in our new age of social communication. Measure What Matters will teach you just about everything you need to know about managing online relationships."—Eric T. Peterson author of Web Analytics Demystified
"Katie Paine has elevated measurement from merescience to high art and, in the process, given us a powerful newset of tools to refute the tired claim that customer relationships can't be quantified. Marketers should devour this book. It will help them persuade skeptical executives of the need to adapt to the new world of empowered customers."—Paul Gillinauthor of Social Marketing to the Business Customer