New Strategies Require New Measurements

As long as the standards for measuring value belongs the old Attention Web mindset, the ability to prove new value and need for new strategies will become increasingly difficult. Fortunately the solutions are right under our noses.

Explanation of Attention Web and Everyday Life mindset.

In this presentation, held at the INMA conference Wednesday, I asked if the numbers generated by web analytics software are generating the right kind of value? And to which degree the simplicity and accessibility of these numbers are moving our focus away from what’s really important, (creating “situational” value), to something that’s important for something else (understanding movement patterns).

It’s an idea I picked up from Adrian Ho a couple of months ago, which rings stronger and stronger as I see that the Everyday Life mindset demands us to understand that our solutions, even our brand foundations, might be built around a completely new set of values as both peoples behaviors, and their accessibility to companies change.

Slideshow below, or here.

View more presentations from Helge Tennø.
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