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Why Your Company Is Probably Measuring Social Media Wrong

If a teenage girl retweets you in Japan, will your video go viral in Brazil? Social business expert Jerry Kane argues that it might — because social media is a complex system, where small or seemingly unimportant factors can converge to produce large or unexpected effects. The challenge for managers in the social arena is to think in these terms instead of the linear “X means Y” thought processes they may be accustomed to using. Kane explains 4 characteristics of social media that can affect outcomes, and what managers should expect from them.

Image courtesy of Flickr user mag3737.
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Using Facebook Helps Customers Solve Problems

MetroTwit is a tool that helps Twitter users track their Twitter feeds, see several columns at a time and easily tweet, reply or retweet. MetroTwit’s managers use Facebook to talk to customers and let them help each other with questions.

017-Innovation-500
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New opportunities for data analysis

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“We’re rapidly entering a world where everything can be monitored and measured,” Erik Brynjolfsson, director of the MIT Center for Digital Business, said in an article in The New York Times.

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018-Strategy-500
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When all businesses become uncertain

  • Blog

What if every business had to be managed like a start-up? Rita Gunther McGrath, an associate professor of management at Columbia Business School, has some interesting observations along those lines -- about managing in today's uncertain business climate.

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The Real Value of Customer Loyalty

It's a marketing truism: Higher buying rates and lower service costs make long-term customers more valuable. That, of course, influences what companies spend on customer acquisition and retention. But according to an August 2001 working paper titled “Customers as Assets,” by Sunil Gupta and Donald R.

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