It’s a story as old as management: If no one person has responsibility for a new project, it’s likely to wither and die. It should come as no surprise, then, that the same is true of readership tracking.

Brian Massey, who writes often about customer conversion issues, argues that such a person needs advanced spreadsheet skills, Web analytics, applied marketing metrics, stats, report writing and charting as well as a “natural curiosity about why people do what they do. I'd also throw in A/B and Multivariate testing,” he says, “but this list is pretty tough already.” Or, maybe

 

If finding someone like that sounds overwhelming, independent consultant Dennis Head (who held senior marketing positions at Avaya and Lucent/Octel) sets a somewhat lower bar: Taking the time and effort to map out the strategy and content” you’ll offer  prospects. When readership tracking fails, he says, 90 percent of the time it’s because companies wouldn’t spend the money and effort to take this simple step.

 

Maybe you can’t hire a superstar like Brian suggests, but you certainly need to know your value proposition and how to communicate it. Otherwise, this economic climate will get even uglier for you than it has to.

Author: Bob Scheier
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I'm a veteran IT trade press reporter and editor with a passion for clear writing that explains how technology can help businesses. To learn more about my content marketing services, email bob@scheierassociates.com or call me at 508 725-7258.

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