If last year is any guide, I’ll be blogging regularly about X Change. We are nailing down Huddle Leaders (which is really exciting) and I’ll certainly be talking about that in the near future. But much closer at hand is our industries largest non-vendor Conference – I’m referring of course to eMetrics.
I’m going to be speaking a couple different times at eMetrics and I thought I’d talk about each of them at some point in the blog. I suspect that the most challenging presentation is one I’m sharing with Eric Peterson and Joseph Carrabis on thinking about and measuring engagement. It’s challenging partly because I find the topic difficult and hard to pin down and also because I’ll probably be lost between two out-sized personalities like Eric and Joseph. Frankly, I’m an in-sized personality. This is a topic that Eric and Joseph have been spending some real time on and have developed a particular point of view which I’m not sure I share. And I really mean it when I say I’m not sure – both because I don’t know enough about what they are thinking and because I’m not even sure what I’m thinking.
Anyway, I’m going to try and lay out my thinking on measuring engagement in some detail in the blog before eMetrics – partly as a kind of cheat sheet. It’s a truism that you don’t know what you think until you say it – I hope to figure it out as I write it so that when I say it at eMetrics it will meet some minimal public standard of clarity and coherence.
I expect to be on more comfortable ground in my presentation with Barbara Coll of SEMPO and Michael Stebbins of Market Motive on measuring Search Engine Marketing. This is a topic I’ve spoken on regularly. But even better, it’s a topic I work on regularly. I’m hoping to take just a little bit of what I talked about at SMX – specifically a richer set of reports for measuring SEM programs – and discuss in much greater detail.
My last presentation is also on comfortable ground. I’ll be co-presenting with Nancy Abila of O’Reilly Publishing on creating an Analytic Roadmap. Semphonic worked with O’Reilly late last year on putting together a Roadmap for 2008 and we’ll be discussing that process – what we did and how it worked. Nancy faces a pretty common challenge for many companies – driving and standardizing a measurement effort across many properties with significantly different goals and structures – and doing it without a huge team or a giant investment. We’ll talk about how we built a plan and how the process itself helps an organization crystallize priorities, set reasonable expectations around measurement and target analyst resources most effectively.
These are all (pretty much as usual) totally new, never-before-seen presentations. I just can’t stand re-hashing the old stuff. So if you’re on the fence about eMetrics or haven’t made plans yet, I hope you’ll decide to attend. I’d love to see you there and I promise I will do my best to make it worthwhile.