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September 2008

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John Serrano

Steve,

I attended the webinar and I enjoyed the information you and David shared with us. I own David's book and I will purchase yours as well. Could you answer a quick question?

You went over a formula using the metrics we already know:

I understand what CPL is but there were a few other things that I missed and couldn't write down.

What is:

HR =
ADL =
HSC =


Keith Burwell

Steve--Measurement gets tricky unless you know your desired results, in my opinion. To that point, we have a website leadmarketwatch.com that is ancillary to our core business (lead management). However, the website does a number of important things-- 1) it builds credibility, 2) it educates our consumers, 3)generates possible future business, and 4) serves as an important transparency in the lead market.

Therefore, the success measurement can be sketchy at best. Certainly we can track clients who have started searches on the informational website, but that doesn't tell the whole story. In fact, Seth Godin has a post today regarding frontlist and backlist material-- http://sethgodin.typepad.com/seths_blog/2008/09/how-often-shoul.html
This gets to the point--material posted in a social media format may end up being influential 2 years from now. Therefore, in my opinion, value has to be measured in the future--not just in the past.

Steve Gershik

Me too, David. I've got your book featured in a promiment place on my desk. It's the best book on marketing I've read this year.

David Meerman Scott

Hey Steve,

As we're sitting on hold waiting for this to start, I wanted to let you know that I'm looking forward to participating on this with you!

David

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About

  • Steve Gershik has been a VP of Marketing and demand generation leader for over 18 years. He frequently writes and speaks about marketing automation, brand management, demand generation and Internet marketing.

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