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Excellent Analytics Tip #25: Decrapify Search, Social Compound Metrics

kaushik.net
Sharing a more nuanced view of reality does not have to be complicated. Take everything away, until you just have the things you absolutely need left. Once you have that nailed the focusing factors and the compound metric formula, it is easy to do cool stuff with it (if you have access to the data).
Excellent Analytics Tip #25: Decrapify Search, Social Compound Metrics - kaushik.net - Your Highlight Location 153-155 | Added on Wednesday, 17 July 13 23:53:06
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It boils the entire complicated paid search business into four key levers (four focusing factors, four key metrics). Keyword Relevancy, Bid/Budget Savvy, Ad Creativity (copy, sitelinks, offers), and Geo/Targeting Smarts. It uses those levers to create an index (score on top).
Excellent Analytics Tip #25: Decrapify Search, Social Compound Metrics - kaushik.net - Your Highlight Location 143-145 | Added on Wednesday, 17 July 13 23:52:32
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The mandate was to try and figure out how to show any company their "overall Search performance" using a "one simple easy metric."
Excellent Analytics Tip #25: Decrapify Search, Social Compound Metrics - kaushik.net - Your Highlight Location 140-140 | Added on Wednesday, 17 July 13 20:14:14
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The point is, you should embrace the framework. You can use any reasonably relevant collection of metrics, for the compound metric you are trying to create. Just make sure your focusing factors (metrics you use) are as complete as possible, and ideally independent from each other.
Excellent Analytics Tip #25: Decrapify Search, Social Compound Metrics - kaushik.net - Your Highlight Location 124-126 | Added on Wednesday, 17 July 13 20:13:26
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