Event Planner Spain Id駟as e Recursos para Eventos e Reunies na Espanha e Marrocos
Last month: 1,300,000 page views
Pedir or軋mento gratuito | Anuncie Registro
 Hot駟s e Salas
de eventos
Event Planner Spain
Categorias empresas eventos
Hotel Alimara Barcelona . Hotel de congressos, eventos e confer麩cias en Barcelona, ??Espanha
ibtm 2016, Barcelona

 Exhibiting at ibtm world, global event for meetings and events, Barcelona 29th November - 1st December 2016

Notcias de destaque
Ten Transformative Meetings Technology Trends for 2015 Ten Transformative Meetings Technology Trends for 2015 ...

Free quotes for your event in Spain or Morocco

Contact us: +34 952 298 643 - [email protected]
pinkCornerR pinkCornerI

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容ventually葉he entire tablet market.

It's a completely rational decision, one I agree with for most of them, and a shift that洋ade intelligently幼an 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 徹mniture 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熔nly 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 塗it 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葉he 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 釘ookscan cumulative sales estimates and Barnes and Noble's sales algorithms of 都ell-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 都imilar 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 堵et 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遥es葉he 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

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: 5,409

Pesquisar tudo
Acesso Membros
Palacio de Ferias y Congresos de M疝aga. Trade Fair Center / Centro de Congressos M疝aga, Centro de Conven鋏esEspanha
Andalus Club. Organizadores Profissionais de Congressos (OPC), Andaluzia, Gerenciamento de Eventos e Incentivos Espanha Andaluzia
Hotel Miguel チngel . Hotel 5 estrelas com sales  para eventos, reunies e banquetes em La Castellana de Madrid, Espanha
TPV Express. Aluguel de terminais de ponto de venda (POS) para eventos e feiras por toda a Espanha
Destination Management Morocco. Ag麩cia receptiva (DMC) em Marrocos

Quem Somos | Anuncie | Fale Conosco | Condi鋏es Legais | Gloss疵io | Mapa Site
Se voc est organizando qualquer tipo de evento na Espanha ou no Marrocos, entre em contato conosco
ou utilize nosso portal com mais de 500 fornecedores de qualidade para pedir or軋mentos gratuitos e sem comiss縊.

Com cerca de 1,000,000 de vistas de p疊ina e mil pedidos de or軋mento mensais, Event Planner Spain o portal
para organiza鈬o de eventos mais visitado da Espanha, disponvel em oito idiomas e com visitas de mais de 160 pases.
Se voc que atingir nosso pblico-alvo, entre em contato conosco para uma proposta interessante.

Event Planner Spain, S.L.
Paseo de la Sierra, 38-20, 29018 M疝aga, Espanha
© Copyright Event Planner Spain 2006-2016
Tel. +34 952 298 643

BCN Travel. DMC e ag麩cia de eventos de empresa e de negcios em Barcelona

レltimo fornecedor

BCN Travel. DMC e ag麩cia de eventos ...
New Year痴 Eve 2016-2017 at the Palacio del Flamenco

レltima oferta

New Year痴 Eve 2016-2017 at the Palacio ...
Burgos: capital of nursing

レltima notcia

Burgos: capital of nursing ...
RCSI. Aluguel de Walkie-talkie Professional Madrid, venda de lanternas profissionais MadridEspanha

Fornecedor aleatrio

RCSI. Aluguel de Walkie-talkie Professional Madrid, venda ...
2x1 alquileres  de m痃uinas de palomitas o algodn de azcar

Oferta aleatria

2x1 alquileres de m痃uinas de palomitas ...
MCE Central & Eastern Europe 2016: the MICE industry business energizer

Notcia aleatria

MCE Central & Eastern Europe 2016: the ...

ICCA Iberian Chapter IMEX 2016  Frankfurt 19-21 April. The essential worldwide exhibition for incentive travel, meetings and events Exhibiting at ibtm world, global event for meetings and events M疝aga Convention Bureau Member