Measure What Matters: Online Tools For Understanding Customers, Social Media, Engagement, and Key Relationships / Edition 1

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If the only numbers you really care about are revenue and profits,you'll never fully understand what makes them go up or down. Wantto know what people think of you? Want to know how those opinionswill affect your sales? You're only guessing unless you learn howto Measure What Matters.

Today, even the smallest business can track and measurerelationships with customers, with the media, and even withemployees and sales forces. Measure What Matters deliversthe know-how to find those tools and use them to increase yourrevenues.

The right data tells you whether you're getting your share ofink. It tells you how you stack up against your competition insearch ranking, sales, share of conversations, and share of wallet.Good data measures what your marketplace is saying,thinking, anddoing. It reveals which of your methods work and which onesdon't.

In Measure What Matters, you'll get step-by-step guidanceto:

  • Build a list of the top 100 influencers in yourmarketplace
  • Use data to get closer to your customers and determine whichoutlets matter to them most
  • Measure the impact of events, sponsorships, and speakingengagements
  • 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 timeand boost your credibility. You'll have the leverage you need toset priorities, allocate resources, and improve business practices.Now is the time to figure out why your sales rise andfall—and what you need to do to make them rise faster.

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Product Details

  • ISBN-13: 9780470920107
  • Publisher: Wiley
  • Publication date: 3/15/2011
  • Edition number: 1
  • Pages: 272
  • Sales rank: 447,030
  • Product dimensions: 6.30 (w) x 9.10 (h) x 1.00 (d)

Meet the Author

KATIE DELAHAYE PAINE is the publisher of KDPaine's Measurement Blog and The Measurement Standard, the first blog and newsletter for marketing professionals dedicated entirely to measurement and accountability. For the past two decades, she has been a measurement consultant to some of the world's most admired companies, including SAS, Raytheon, and Cisco.

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Table of Contents

Foreword Larissa A. Grunig and James E. Grunig.


Part 1 Not Your Father's Ruler.

Chapter 1 You Can Now Measure Everything, but You Won't SurviveWithout the Metrics that Matter to Your Business.

Chapter 2 How to Get Started.

Chapter 3 Seven Steps to the Perfect Measurement Program: How toProve Your Results and Use Your Results to Improve.

Chapter 4 Yes, You Can Afford to Measure: Choosing the RightMeasurement Tool for the Job.

Part 2 How to Measure What People Are Saying About You Onlineand Off.

Chapter 5 How to Measure Marketing, Public Relations andAdvertising in a Social Media World.

Chapter 6 How to Use Numbers to Get Closer to YourCustomers.

Chapter 7 Measuring the Impact of Events, Sponsorships, andSpeaking Engagements.

Chapter 8 How to Measure Influencers and Thought Leadership.

Chapter 9 Measuring Relationships with Your Local Community.

Chapter 10 Measuring What Your Employees Think.

Chapter 11 Threats to Your Reputation: How to MeasureCrises.

Chapter 12 Measuring Relationships with Salespeople, ChannelPartners, and Franchisees.

Chapter 13 Measurement for Nonprofits.

Chapter 14 Measure What Matters in Higher Education: How to Getan A in Measurement.

Epilogue: Whither Measurement?

Appendix 1: The Grunig Relationship Survey.

Appendix 2: Measurement Resources.




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