Meatball Sundae continues where he left off Purple Cow, encouraging us all to avoid possibly the biggest marketing pitfall out there – adopting new technologies to provide the icing on the old fashioned marketing cake. Lipstick on a pig… as some politicians would say.

So much of old fashioned marketing is broken, metrics being one of them. In this video I provide my ideas about what marketing metrics technology companies should be using particularly when engaging younger consumers. Included are lifetime value, churn and net promoter score.

Just talking about Web2.0 will not make any difference. As Jack Welch says “What you measure gets done”.

If you want to pan for gold, pan upstream ie if you want change you need to change the source – this has been the theme of my recent presentations to Vodafone and Telenor. If we continue to only measure short term metrics such as ARPU, awareness and market share no matter what we do, we will continue to replicate the same results.

Now is the time to include other metrics alongside those mentioned to help marketing reconnect with consumers.

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Summary of my Understanding Mobile Youth Workshop @ The Prepaid Mobile Summit IIR 22-25 September 2008 in Prague.

Note contains video not available on Powerpoint. MobileYouthNet to view on the street videos in full.

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