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
Over 1,500,000 page views in September
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
La Roca Village. 购物体验:巴塞罗那La Roca购物村,理想的购物圣地
EIBTM 2014

The Global Meetings & Events Expo, Barcelona 18-20 November
The Global Meetings & Events Expo, Barcelona 18-20 November

精彩报道集锦
Ten Transformative Meetings Technology Trends for 2015 Ten Transformative Meetings Technology Trends for 2015 ...
Ticket to Ride Ticket to Ride ...
The Top Ten Questions to Ask Your Online Media Agency The Top Ten Questions to Ask Your Online ...
Make Your Meeting Go Viral Make Your Meeting Go Viral ...

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: 4,419

全站搜索
Loading
新闻通讯
供应商
会员入口
用户名
密码
INDIGO DMC GROUP S.L.. 西班牙的活动策划公司,为各类会议、激励活动、大型会议 及活动提供全套服务。服务范围覆盖西班牙、葡萄牙、摩洛哥及拉丁美洲。
AR Diamante Beach Spa Hotel & Convention Centre. 西班牙阿利坎特,卡培,Spa酒店及会议中心。
Experience Box Spain. 西班牙安达卢西亚,原创公司活动、婚礼策划、体验式礼物。
TPV Express. 西班牙范围内为活动及贸易展提供销售终端设备租赁。
Autocares Ruíz Muñoz. 西班牙马德里,客车租赁、团体服务、接送服务、特别定制行程、观光。

 
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600家高品质的供应商供您直接咨询及询价。

我们每月有1,500,000的浏览量,接受1,000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。如有广告需要,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

Destination Evasion Maroc. 摩洛哥马拉喀什的目的地管理公司。

最新活动供应商

Destination Evasion Maroc. 摩洛哥马拉喀什的目的地管理...
Barcelona Kick-Off Event 2015 with RTA

最新折扣

Barcelona Kick-Off Event 2015 with RTA ...
Dancem at Royal Tapestry Factory

最近新闻

Dancem at Royal Tapestry Factory ...
Robinson Club Playa Granada. 西班牙格拉纳达,莫特里尔,四星级海滨活动酒店。

活动供应商随机推荐

Robinson Club Playa Granada. 西班牙格拉纳达,莫特里尔,四...
New Year

随机折扣

New Year's Eve at Cortijo La Fe ...
Solfesa Organizes Gala Dinner and Show at MNAC Barcelona for Participants in Meeting and Incentive Forums

随机新闻

Solfesa Organizes Gala Dinner and Show at MNAC ...

Málaga Convention Bureau Member MPI Member, Meeting Professionals International CO2 Neutral Website Exhibiting at EIBTM, global event for meetings and incentives IMEX 2015 – Frankfurt 19-21 May. The essential worldwide exhibition for incentive travel, meetings and events ICCA Iberian Chapter