Ask Measure Learn (Lutz Finger; Soumitra Dutta, 2014)

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Review: It is important to measure the effect of marketing so you know how to improve on it, this book have some key measurement indicators but would be better with more. Rated: 8.5/10


  • If you’re not paying for something, you’re not the customer; you’re the product being sold.
  • Reach vs. intention (conversion)
  • Give any reason to get what you want easier, the word ‘because’ triggers a reflex to treat the request as valid
  • Customer 2.0: community answering question and felt happy as a power user
  • Social media class:
    • Earned
    • Paid
    • Owned
  • Recommendation system:
    • User ratings
    • Context
    • Popularity
    • Interest
    • Freshness
    • Friend’s recommendations via Facebook
  • Campaign difficulty measurement:
    • Public relations (32%)
    • Print (26%)
    • Online advertisement (15%)
    • Trade shows (9%)
    • Email marketing (6%)
    • SEO/PPC (5%)
    • Direct mail (5%)
  • 6 principles of influence
    • Reciprocity
    • Social proof
    • Authority
    • Commitment and consistency
    • Liking
    • Scarcity
  • Influence measurement
    • Causation
    • Error
    • Cost
    • Network size
    • Network centrality
    • Network proximity
    • Location
    • Engagement
    • Authority
  • Engagement measurement
    • Clicking
    • Sharing
    • Commenting
    • Copying
  • PR measurement
    • Reach
    • Context
    • Activity
    • Engagement
    • Audience
  • Customer measurement
    • Net promoter score (NPS)
    • Net sentiment score (NSS)
  • Marketing AI analytics
    • Sentiment algorithm: positive and negative words
    • Anaphora: base words
  • Marketing gone wrong stories
    • Thessa’s party: thousands of people turn up for a wrong FB invite
    • United breaks guitars: a YouTube viral effect
  • Keyword step-by-step guidance:
    1. Research
      1. Research main base-term
      2. Find exclusion to base-term
      3. Research abbreviations
      4. Find exclusions to abbreviations
      5. Research terms to mention within social media
    2. Test results of search
    3. Repeat step 1 with other ways of reference
    4. Translate into other languages of interest
    5. Test translations


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