Event Planner Spain 西班牙 & 摩洛哥 丰富的资源 精彩的创意 专业的会议与活动承办策划服务咨询
Internet leaders: March 3.425.442 page views
Newsletter (15,000+ subscribers) Event Planner Spain mobile version RSS Event Planner Spain
 搜索住宿及活动场地 搜索活动承办机构 搜索活动供应商    我们的业务
Event Planner Spain
所有分类
Cortijo la Fe. Charming hotel with Arab bathes and wedding, celebration and event facilities in Montefrio, Granada, Spain
IMEX 2014

Frankfurt, 20-22 May 2014: the worldwide exhibition for incentive travel, meetings and events
Register now for IMEX 2014
Frankfurt 20-22 May

The Meetings Show

Register now for The Meetings Show<br/> <b>Olympia, London 8-10 July 2014</b>
Register now
Olympia, London 8-10 July

精彩报道集锦
Fourteen Meetings Technology Trends to Watch for 2014 Fourteen Meetings Technology Trends to Watch for 2014 ...
The Top 10 Questions Hoteliers Should Be Asking Their SEO Vendor The Top 10 Questions Hoteliers Should Be Asking ...
Geofencing, Proximity Sensing and iBeacons: Coming to an Event near You! Geofencing, Proximity Sensing and iBeacons: Coming to an ...
Business Funding Checklist: 9 Brutal Facts You Shouldn’t Overlook When Raising Money Business Funding Checklist: 9 Brutal Facts You Shouldn’t ...

The Argument Against Accountability

Send this article to a friend
Share to Facebook Share to Twitter Share to Digg Share to Delicious More...
The Argument Against Accountability I've been working with several magazine publishers who want to move their titles to the iPad and—eventually—the entire tablet market.

It's a completely rational decision, one I agree with for most of them, and a shift that—made intelligently—can bring magazines to a whole new level of depth, interactivity and community participation.

Where I get stuck is in their almost unanimous determination to utilize every possible information-gathering tool to churn the metrics on everything they're doing. Adobe's Digital Publishing Suite, to name just one example, includes “Omniture analytics for digital magazines” (thanks in part, no doubt, to the analytic company Adobe purchased last year for US$1.8 billion).

What do tools such as this Omniture do? They help publishers trace how readers move through their magazines, where they click, how long they stay on a page, whether one kind of article is more likely to promote clicking on an ad than another and so on. Numbers.

On one hand, such information is really useful for publishers as they develop their magazines. How do people actually read this stuff? Front-to-back? Back-to-front? Skipping all around? Do they use the table of contents or search features? Since we know so little about the way people navigate digital spaces, any data we can get on what works and what doesn't is valuable.

But I've never seen metrics used to help people and ideas—only as excuses to pay them less or shut them down. We use our newly acquired digital skills not to free our innovators and creative-types, but to prove that they are ineffective. It's an immature and shortsighted tendency that doesn't even make financial sense in the long run. And this hurts everyone, from writers like me to event professionals like you. Even the smarter bean counters should be alarmed.

I first ran into the faux accountability trap in the early 1990s, when I began a new column for a fledgling website about the Net, published by a Net company. Determined to make use of every tool they had at their disposal, they decided to make all decisions about their content by looking at the “hit counts” for each page. If you dipped down below a few thousand page views for more than one month, you were cut.

I made it three months before getting the axe. Only later, did the publisher realize my pieces were being forwarded to thousands of people and getting read (advertisements and all) by 10 times more people than they thought. Worse, Time magazine printed an article mentioning my column—the week after the website let me go (oops!). And no, I did not agree to go back when they changed their minds.

Likewise, the publishing industry, which used to be about writers, lunchtime martinis and making magic, has grown increasingly dependent on metrics. The combination of corporatization and digitization has surrendered that magic process to market-based calculus. Now, the advance an author gets is calculated with the help of Nielsen's “Bookscan” cumulative sales estimates and Barnes and Noble's sales algorithms of “sell-in” figures and inventory liquidity. How a book industry professional feels about an author or a work is trumped by what the computer says about her track record or the supposed success of “similar” titles.

For you in the meeting business, it's precisely the same. The number of people who show up at your conference may be entirely less important than who they are, what they do and how much they share about it later. The number of full-paying participants might matter less than the unmeasured and perhaps immeasurable impact that a conference has on the sponsor's public image. The amount that participants actually learn at a conference may not even be captured on the best surveys, or realized by participants until weeks or months later. That's when they sign up for next year's event and begin to tell others.

Misused numbers kill life. It's really that simple. They destroy the mystery we all use, at least occasionally, to sell our products, overcome temporary challenges and help our customers and clients past their misgivings. An executive's judgment means less at a certain point than the fact that the TV pilot he's unsure about was written by the creator of The Sopranos. A sponsor may not really “get” the purpose of a particular conference, but may be swayed by enthusiasm of an organizer for the community she serves.

So, the cold metrics of digital information gathering may not really tell the story. Sure, it shows how much short-term money you made, but it says almost nothing about long-term investment and return.

In a sense, capitalism itself is dependent on mystery. We live in an economy that runs just as much on faith as it does on hard numbers. Banking and stock market failures usually come at the moment when people start to think about exactly what it is they own. My cash is being devalued? This company actually earns just one-fiftieth of its share price? One-thousandth?

What gets us all to the other side of the transaction is our faith in growth, our belief in the ineffable value of what we're doing or getting, and—yes—the mystery and excitement of being content not to know. There are metrics we just don't record: the number of new job applicants that show up unexpectedly, the number of times people tell their colleagues about you or quote something they heard at your conference (whether or not they did it through Twitter).

I am all for transparency and accountability in business dealings. But when that honesty is limited by the language of metrics, we end up using our tools to kill our jobs, our industries and our abilities to fake it until the real results of our activities become apparent. One+
Comment on this news item
Name     Email

See more Meeting Professionals International (MPI) news
See more mobile devices news (smartphones, tablets, pda, etc.)
See more MICE industry good practices news

Tags, event suppliers: Activities  Computer  Shows 

Tags, news section: Activities  Analytics  Business  Clients  Computer  Digital  Free  IT  Meeting  Sales 

Glossary, news section: Conference  Event  iPad  Organizer  Show  Sponsor  Tablet 

Number of views of this article: 3,864

新闻通讯
供应商
关键词
新闻搜
关键词
全站搜索
Loading
会员入口
用户名
密码
Andalusí Club. 专业会议组织者  安达卢西亚,活动管理  安达卢西亚  西班牙
3n1. 目的地管理公司,活动策划,奖励旅游组织 西班牙 巴伦西亚
Hacienda Zorita. 西班牙萨拉曼卡酒庄、乡村度假及Spa胜地。
Gallery Hotel . 宴会和会议大酒店  巴塞罗那  西班牙
Boutique-Hotel Varadero. Boutique hotel in Zahara de los Atunes, Cadiz, Spain, with a restaurant and facilities for wedding receptions, parties, meetings and incentives

 
关于我们 | 广告 | 联系我们 | 法律声明 | 小辞典 | 网站导航
您在西班牙或摩洛哥策划任何活动,均可联系我们或查阅我们的供应商目录这里有650家高品质的供应商供您直接咨询及询价

我们每月有上百万的浏览量,接受上千条咨询,是西班牙访问量最大的专业活动组织与策划网
我们能为全世界160个国家的客户提供八种语言的服务. 如果您与我们有同样的目标客户群,请联系我们

西班牙活动承办与策划专业网
Event Planner Spain, S.L.
Paseo de la Sierra, 38-20, 29018 Málaga, 西班牙
© Copyright Event Planner Spain 2006-2014
Tel. +34 952 294 327

360Experience. Bespoke corporate and VIP ticketing and hospitality services for sports events and concerts all over the world

最新活动供应商

360Experience. Bespoke corporate and VIP ticketing and hospitality ...
Exclusive Promotion at the Hotel Ibersol Antemare in Sitges

最新折扣

Exclusive Promotion at the Hotel Ibersol Antemare in ...
中国(上海)奖励旅游及大会博览会代表们揭开特殊场地上海世博源的面纱

最近新闻

中国(上海)奖励旅游及大会...
José María Martínez Selva. 主持人和演讲者  穆尔西亚  西班牙

活动供应商随机推荐

José María Martínez Selva. 主持人和演讲者 穆尔西亚 西班...
Special Promotions at Cortijo La Fe - Granada

随机折扣

Special Promotions at Cortijo La Fe - Granada ...
Leading Destinations to Host The Meetings Show UK Buyers on Post-Event Tours

随机新闻

Leading Destinations to Host The Meetings Show UK ...

Málaga Convention Bureau Member MPI Member, Meeting Professionals International CO2 Neutral Website Exhibiting at EIBTM, global event for meetings and incentives IMEX 2014 – Frankfurt 20-22 May. The essential worldwide exhibition for incentive travel, meetings and events ICCA Iberian Chapter