This post appeared originally on February 22, 2012 in the iMediaConnection blog.

Biased cultures of digital marketing testing in organizations exist because of risk-aversion in the management culture. In such environments, managers see little gain in expending political capital to try testing digital approaches that might not work, even if they also might work. This is especially true when they are rewarded for efforts to fine-tune what is already working.

In these cultures, digital marketers will test variations of demand generation approaches to attract more of the segments they’ve pre-determined as “qualified” consumers based on their similarity to past consumers. They will test variations of marketing pages to drive these same consumers into a purchase funnel. And they will test variations of purchase funnels to tweak conversion rates by a few points of a percent. » Read more…

Had a great time at Social Media Week Toronto. Canada’s Globe and Mail and Marketing Magazine showed up to cover my presentation on measuring social media ROI.

Here is the Globe and Mail article on measuring social media ROI and social media strategy.

And a video interview with Scot Wheeler about Social Media ROI in Marketing Magazine Canada.

This post was initially posted on the Critical Mass Experience Matters blog on October 17, 2011.

We had a great turnout at Critical Mass for our Social Media Week presentation on measuring Social Media ROI. As the standing room only crowd attested, this is a topic that many people are grappling with right now.