Bob Garfield

5 metrics that will soon be dead

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What insights are you currently valuing? Here are the marketing metrics that are heading down the tubes.


With publisher platforms constantly changing the rules about comment quality and spamming becoming an epidemic issue, the level of comments a piece of content receives is becoming less and less relevant. Sometimes the most insightful pieces will receive the least comments, while salacious and controversial content will receive high reception from viewers, readers, and trolls. Comments are no longer the indicator for success that they used to be.

Bernie Su, executive producer and show runner for the Emmy winning web series "The Lizzie Bennet Diaries," and creator of the new hit show "Emma Approved," speaks to iMedia about why comments are diminishing as a success metric.



Carlos Cojulun
Carlos Cojulun May 22, 2014 at 11:42 AM

C-T-R should die as a stand-alone metric, but it should remain as a data point along the "Conversion Pipeline". Yes, that metric will need to be indexed for the "fat finger phenomenon" when calculation the Mobile share of the numbers are included, but it can be a useful data point to determine different environmental impacts on your ad such as placement location, engagingness of the ad, or differences of message adoption using A-B testing. Let's not throw the baby out with the bath water.