metrics

I was recently blown away at seeing the sophisticated measurement and real-time optimization systems of a large multi-channel retailer and their ability to not only measure, but influence in real-time the metric of revenue per minute. It was almost like watching a highly active trader on the stock exchange make minute-by-minute decisions on buying or selling stock. Very cool stuff.

Not every interaction or engagement with your brand by consumers has equal value. Especially if your goals are to influence consideration of your brand or ignite word of mouth sharing about your products.

So do you have a schema for measuring engagement with your brand across online social channels? If so, how have you determined which actions and points of interaction are the most valuable? Which get higher weighting than others?