http://www.socializedpr.com/social-media-influence-disconnected-metric/ Thu, 17 May 2012 06:56:22 +0000 http://wordpress.org/?v=2.6.2 http://www.socializedpr.com/social-media-influence-disconnected-metric/#comment-4129 Joel Thu, 02 Sep 2010 19:23:01 +0000 http://www.socializedpr.com/?p=791#comment-4129 Too true, Jim. 2% is considered an acceptable direct mail response rate. As a friend of mine pointed out when I read a food label that said "93% fat free," "So? That means it's 7% fat!" Too true, Jim. 2% is considered an acceptable direct mail response rate. As a friend of mine pointed out when I read a food label that said “93% fat free,” “So? That means it’s 7% fat!”

]]> http://www.socializedpr.com/social-media-influence-disconnected-metric/#comment-4126 Jim Coffis Thu, 02 Sep 2010 18:24:59 +0000 http://www.socializedpr.com/?p=791#comment-4126 In over 30 years in marketing I've been fascinated by the various metrics employed to justify or exclude certain strategies. So much depends upon the relative size and budget of the organization being measured that very few are transferable from one industry to another or even similar companies within an industry. Among my favorites are the junk mail purveyors (perhaps the originators of measured marketing) who proudly tout (and in fairness, demonstrate) the ability to get a positive ROI with a failure rate of 98% or more. In over 30 years in marketing I’ve been fascinated by the various metrics employed to justify or exclude certain strategies. So much depends upon the relative size and budget of the organization being measured that very few are transferable from one industry to another or even similar companies within an industry. Among my favorites are the junk mail purveyors (perhaps the originators of measured marketing) who proudly tout (and in fairness, demonstrate) the ability to get a positive ROI with a failure rate of 98% or more.

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