Scobleizer – Tech Geek Blogger » Matt Cutts, of Google, on metrics
Scoble talks about metrics and their biases. His point on “influential” users versus inert users (my term) is well taken.
This is a real important point for marketers to understand. If you’re going to use metrics to make decisions you need to understand the biases those metrics have. Not to mention that an influential user (which is what weren’t being measured by the company Matt is talking about) is worth a LOT more than one who doesn’t tell anyone, or isn’t seen as an expert by his/her friends.
Speaking of which, I wish I had better metrics at PodTech.net. I wish I knew how many listeners we REALLY have. Or, whether the people who download a file actually listen to it. Or, whether they listen to the whole file, or just part of it.
Podcasting and video podcasting won’t be taken seriously as businesses until we figure this stuff out. Advertisers want proof that their money is spent well.