We’re thrilled that Jim Sterne could join us today to share some of his expertise and knowledge about Web analytics, social media analytics, and how the two intersect. In his presentation, Jim focused on detailing how the two types of metrics don’t compete with one another but tie together to ultimately impact the value a business is able to create for itself by, in turn, providing real value to customers.

As always, I highly recommend you take advantage of the recording linked at the bottom of this post (audio and presentation), as Jim shares incredibly valuable insight into the world of eMetrics. For more details about his presentation, here’s a short recap of the points Jim covered:

• The key to creating a valuable, holistic marketing picture is finding out as much as we can about our customers. That requires tracking what they say and share online (social metrics) and how those behaviors impact and drive how they interact with our Website (Web metrics).
• The real question we want answered is: What’s the best way to divide my marketing and advertising dollars? Which of these channels really pays off? To decide that, we need to take the viewpoint of the customer. Companies — and relationships — are successful when they’re empathetic.
• The customer perspective is a buying perspective, not a selling perspective. They might not even know your product could help them; they might not even know they’re suffering at all. They key is to be aware of this buying perspective so when they’ve identified their pain point and start researching you can be there to offer solutions. When a company approaches business from a buyer’s perspective it has a better chance of aligning how it approaches the marketplace with how the marketplace wants to be approached.
• The company-to-customer relationship is about getting people’s attention (via advertising), educating them on the value of your product or service (via marketing), selling them the product (via sales), helping them when necessary (via customer service), and maintaining that relationship by relating to them (via face-to-face meetings, phone, or email). Companies can now relate to their customers and prospects via social media channels, as well. As a business, you win by making communication with you as easy as possible.
• All this is geared to generate value back to the company, and that is gauged by measuring awareness, attitude, influence, competition, outcomes, and value.

Jim goes into much greater detail about the metrics mentioned in that last bullet, and explains which ones live in social channels and how you can track them. The follow-up questions from our audience were fantastic, too, and are included in the recording. Because the file size is fairly large, it’s going to remain hosted on our Web events site (we’ll do our best to cut it down next time). To listen, click on the link below, then navigate to and click on the upper-right-hand tab that says “View Event Recordings”. Click the playback button to the far right and you’re good to go. Take a listen (and watch) and let us know what you think!

Click here to listen to and watch Jim’s presentation.

—-