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CONTENT COMMUNITY MEASUREMENT

Small movement matters Moneyball and marketing New performance indicators Going deep Keeping better score The funnel is dead! Traditional marketing approaches fall short in the new customer landscape How the new customer narrative works Faster Horses A new marketing landscape Content is not messaging and is more than copy The digital customer narrative How digital customer behaviour is changing brand management How building communities changes | CONTENT COMMUNITY MEASUREMENT How the digital customer changed marketing and what to do about it By Jennifer Evans Content Community Measurement Copyright 2011 Jennifer Evans This book remains the copyrighted property of the author and may not be reproduced copied and distributed forcommercial or non-commercial purposes. Graphics by Keaton Taylor Cover design by Peter Flaschner Edited by Andrew Wahl Jen.Evans@sequentiaenvironics.com http sequentiaenvironics.com ISBN 978 147 648 4990 Smashwords Edition Table of Contents Small movement matters Moneyball and marketing New performance indicators Going deep Keeping better score The funnel is dead Traditional marketing approaches fall short in the new customer landscape How the new customer narrative works Faster Horses A new marketing landscape Content is not messaging and is more than copy The digital customer narrative How digital customer behaviour is changing brand management How building communities changes .