Having been to numerous Econsultancy Roundtables in London, I was
chuffed (very pleased) that my schedule allowed me to participate in
Econsultancy’s Measurement & Metrics Roundtable at the New World
Headquarters in New York last Thursday.

It was quite different from
those I’d attended in London…

Instead of coffee and tea, there was only coffee. Instead of biscuits (small cookies with no flavor) there were enormous, freshly baked cookies that threatened us all. Instead of a view of the Thames, we were in an office converted into a garage. Yes, I should have taken a photo.

Being from California, I am accustomed to being in garages converted into offices that this was a bit surreal – a conference room with garage doors to the common areas and one in the middle to divide the room into smaller rooms. Clever but disorienting.

Instead of a variety of accents from around Great Britain, everybody spoke your basic American, except for one individual from Mexico City.

I was the only one wearing a necktie.

Beyond that, things were very much the same on this side of the Pond as in Old Blighty starting with Chatham House Rules: comments are not to be attributed to any individual or organization and there is nothing published based on the discussions.

So, while I can summarize, extrapolate and compare, I cannot reveal who was there except to say that the participants were diverse, the level of conversation extremely advanced and that there were several people there with more measurement and metrics experience and insight than one could hope for. The rest were from large brands, publishers, broadcasters, business to business companies and business to consumer companies.

There were agency people and ad sales people. And, of course, the redoubtable Rebecca Lieb and the quiet but insightful Meghan Keane from Econsultancy. (It’s alright to reveal your presence, yes??)

The conversation meandered across vast stretches of measurement issues and dove deeply into specific areas of concern. It is such a pleasure to be in a group that small enough (we all fit at one conference table and had one conversation) to really get into the subject instead of glossing over everything. It wasn’t just question and answer, it was question and, “Yes, but what I really meant was…”  and  “Yes, but in my case, my manager’s manager actually said…”

Now you see why Chatham House Rules are so near and dear. While I can’t tell you the inside stories, the things that made us laugh, cry and rush out into the night for a stiff drink, I can say that the main concerns on everybody’s minds are similar in the Colonies as they are at the seat of the British Empire:

  • Multi Channel Metrics
  • Mobile Metrics
  • Social Media Metrics
  • Advertising Attribution
  • Testing Best Practices
  • Integrated Marketing
  • Predictive Analytics
  • Convincing Upper Management
  • and then some

Throughout the entire conversation, the “experts” in the room kept beating the same drum of logic and common sense. It is so refreshing to sit with really smart people who have really serious problems and listen to other really smart people dish out really straight forward advice. No sales pitches, no “as I wrote in my book,” no proselytizing about one method to rule them all.

The downside was the reality that there are no silver bullets, no magic pills, no slam-dunk technologies and no way to make upper management more intelligent overnight. There is only logic and common sense.

  • If you want to retire rich, spend less and save more.
  • If you want a good relationship, talk less and listen more.
  • If you want good online marketing results, report less and analyze more.
  • If you want to lose weight, eat less and exercise more. Now if it weren’t for those damned cookies…

Many thanks to those who participated (and you know who you are) and to Econsultancy and Rebecca for including me. Always a treat and I live in hopes that my calendar is free for the next one and my participation was civil enough to have earned an invitation to return.

If you get the chance to participate in any of Econsultancy’s Roundtables, I recommend them without hesitation.