Comments on: Brand Measurement http://ronamok.com/2008/06/23/brand-measurement/ A New Media Evangelist describes his thoughts on Business to Business (B2B) Social Media Strategies Sat, 22 Nov 2008 16:41:01 +0000 http://wordpress.org/?v=2.5.1 By: Ken Wetherell http://ronamok.com/2008/06/23/brand-measurement/#comment-12177 Ken Wetherell Wed, 25 Jun 2008 18:10:04 +0000 http://ronamok.com/?p=127#comment-12177 Ron, it is particularly exciting that we can now measure the response to our messages! It also remains troubling to me that while sophisticated web analytics capabilities exist at my company, access to the information remains under "control". In other words, I don't have direct access to the information for the customers and prospects with whom I communicate. Controls work great for machines and processes on a manufacturing line, but controls generate waste and inefficiency when applied to the flow of information to the people who need it. I am confident that this situation will change, because it must be changed to see real improvements. Ron, it is particularly exciting that we can now measure the response to our messages! It also remains troubling to me that while sophisticated web analytics capabilities exist at my company, access to the information remains under “control”. In other words, I don’t have direct access to the information for the customers and prospects with whom I communicate.

Controls work great for machines and processes on a manufacturing line, but controls generate waste and inefficiency when applied to the flow of information to the people who need it.

I am confident that this situation will change, because it must be changed to see real improvements.

]]>