<< by Janet Driscoll Miller on November 12th, 2009
This session was full of tools and thoughts on how to effectively measure social media and online reputation.
John Marshall of MarketMotive was first up and discussed web analytics and social media. John chose to focus on referers, sample size and revenue attribution.
John said that web analytics packages grew because of the referer report. However, referers are an “act of grace” (or luck) that it exists. You don’t really have a God-given right to the data. Referers have problems. For instance, IE and Firefox, as browsers, you get referers. If it’s a url shortener like bit.ly, you will get a referer. However, if the customer’s interaction happens on installed software, like TweetDeck, there is NO referrer. Same is true with Outlook as well. If an RSS reader is using installed software, again, no referer.
What this means is that we end up with “unknown unknowns” in the data. Lots of big holes.