I am very happy that David Jenkins, VP Merchandising & Optimization at BuildDirect.com, accepted my proposition to kick off this first issue. Dave is a seasoned online marketer (see his bio here), and supervises all measurement efforts at the Vancouver-based company. In his fascinating article, he discusses optimization, but not the kind one reads about everywhere; rather e-commerce process optimization, one often very neglected aspect of online business.

Also in this issue, I present my review of two recently published books in Social Media Analytics. They are Social Media Metrics Secrets by John Lovett, and Social Media Analytics by Marshall Sponder. Both authors did an excellent job, while, I believe, missing on a couple of important points.

Measuring Social Media: Review of Two Recent Books

As my first article for this newsletter, I wanted to review two recent books about social media measurement and analysis: John Lovett’s Social Media Metrics Secrets (Wiley, 2011) and Marshall Sponder’s Social Media Analytics: effective tools for building, interpreting, and using metrics (McGraw Hill, 2011). I thought reviewing these books for this first contribution was … Continued