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Preview: Comments on: “I Want Search Marketing, Not Metrics”

Comments on: “I want search marketing, not metrics”



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By: David Culbertson

Mon, 10 Dec 2007 20:39:17 +0000

Well said Mike...that's an approach I always take and it costs me some business. As Tim already commented, you can't manage what you're not measuring. I'll add that you can only chart a future course if you know where you are and where you've been.



By: Alister Cameron // Blogologist

Fri, 14 Sep 2007 23:11:57 +0000

Here here. Amen. Hallelujah, Mike. Great post and I think you're making a point that many need to hear clearly. The company I work for has the particular niche of building websites and doing SEO for online direct marketers... and in that we're really fortunate: they DO all understand metrics. They live and die by them. Consequently our software is all about split testing, integrated online campaign management (and the metrics in all that are a given), email marketing, online sales, conversion maximization, etc. But we also have clients who initially come to us asking for high rankings (or something one-dimensional like that) and we have to entirely re-educate them towards a much more integrated view of their online activities, in context of their overall business strategy. That takes some work. We tend, as a consequence, to be very sales driven. Well, more correctly, results driven. Interestingly, it tends to be us, not the client, who are most aggressive about measuring ROI (online spend vs results). Anyway... I would be curious to know if our company (Alliance Software) is in the minority, which I suspect we are. By minority I mean swamped by more "traditional" SEO firms, PPC campaign managers, "make it pretty" web developers, and advertising agencies... curious. -Alister Melbourne, Austrealia



By: Tim Peter

Thu, 16 Aug 2007 04:48:26 +0000

Cliche though it is, you can't manage what you can't measure. Search marketing's very measurability is what has driven its adoption. Great post.