不过最近又将其拿起重新阅读了一遍，方感觉到如果细细耐心地看下去，从这本书里能够得到更多的答案。

首先，从逻辑上，大前告诉了我们作为一个专业人士应该具备的几种能力：

1. 先见能力
2. 构思能力
3. 讨论能力
4. 适应矛盾能力

其次，从根本上，大前定义了“何谓专业人士”，这也是最能够impress我的地方。根据大前研一的描述以及我的理解，所谓专业人士是一位永远将顾客利益放在思维思考的首要前提，并且对市场时刻保持好奇心的人士。

讲述的是作者Jon Krakauer在1996年跟随一个商业登山队攀登珠峰的经历。作为一个登山完全门外汗，一直以为无论以什么方式登顶珠峰，只要能上去，总归是好汉了。但从这本书里才真正知道登顶珠峰的定义和意义。同时，作为一个基本上过着世界上90％的人类都经历的生活，尽管目前爬山的最高高度为3772的海拔，依然能够从作者真实而残酷的描写中，感受的另外一种人生，或者说另外一个“世界”：

海拔4000米就可能出现高山反应，海拔6000米就要经受极度炎热和寒冷的温差，海拔7000米就必需使用氧气否则会出现严重的肺水肿，海拔8000米——基本上就会忘却人的生死，这个时候思考这个问题是没有丝毫意义的。

这种“幸运”的经历不是每个人都能够拥有的，也不是每个人都敢于拥有的。

另一个事情，就是今晚无聊中搜索电视频道，看到“正大综艺”讲述的“洞穴”专题。相比珠峰这种“登天”，今天我再一次见识了“入地”的惊奇。从这个节目中我才知道，在地球这个行星上，人类探索最少的地方应该是洞穴了，因为目前50%洞穴人类还等着人类去进入。记忆最为深刻当属尤卡坦半岛的那个世界上最深的洞穴——于2007年被两个探险者发现的，这也是玛雅文明的一个重要元素——他们依赖这里的水资源。相比珠峰已经被人类开发成为“商业旅游项目”来说，洞穴探索似乎更为危险和刺激，至少这里没有珠峰一个一个的氧气补给站。同时相比珠峰这种自然生态，洞穴可以说是另一个世界——这里有太多不可思议的动物，譬如说完全不依靠太阳能量和极少氧气的鱼类。

所有这些都不断的刺激我的思维路径。就像几年前我不愿抬头仰望星空，因为看着遥远的星星，想着渺小的地球，作为一个人，实在可以比喻为一粒灰尘——究竟会飘到哪里呢？

回到现实，突然想起十一期间拜访在天津的两位前辈。吃饭间，两位进入古昔之年的老人，淡淡的回忆人生经历，荣华富贵、委屈受辱...所有的一切都随着香烟的烟雾散去。

英雄百年梦，青史十字评。
少年争朝夕，愿为劲草风。

-How satisfied are my visitors?
-What are my visitors at my website to do?
-Are they completing what they set out to do?If not, why not?
-If yes, what did they like best about the online experience?

As AK said, Web analytics is good at What, not good at Why. The Why can only come from the customers. Does that mean Web Analytics cannot get the user insights? Still need to figure it out.

产品

索爱C902手机

洞察

越来越多的消费者习惯于即兴摄影，而手机则是即兴摄影的最佳工具。但由于很多手机的功能限制，手机摄影给消费者的“perception”就是质量不好，容易模糊，而无法和数码相机相比。

而索爱这款手机，则希望改变消费者的perception，通过这个真假照片事件来建立C902手机最佳摄影工具的认知。

目标

1. 改变当前市场认知
2. 为索爱C902注入emotional bonding

利用搜狐数码公社既有社区平台，通过一个趣味事件来打破目前消费者对于手机拍照限制的perception，建立消费者的learning。同时，利用“酷拍客”这个所谓的主人公，以及那个漂亮的北欧皇室美女，以及相应的拍照场合（酒吧、cafe等）来赋予索爱C902一定的lifestyle和value，与目标群体形成共鸣。

媒体

选择了搜狐数码公社。作为一个摄影爱好者，我竟然从来没有上过这个数码公社，相比这里应该是一些数码摄影爱好者，以及喜欢看MM的朋友较多。但最好不过，这就是索爱这款手机的目标群体之一（所谓之一，我还有一些担忧，见下文）。

机制

Provoke Interests：这个自然不用说，美女加上一些真假照片的噱头，立刻激发无数青年志愿者的兴趣。

Engagement：整个事件也就一个帖子，不过这个帖子的浏览量已经过了百万，回复1200多。然后又做了一个独立的页面，来将整个帖子分类整合。这个帖子的关键点在于发帖者持续与网友进行对话，进而不断地形成一些热点，如“酷拍客上传照片原图以证清白，嚣张邀请网友PK”、“网友对酷拍客照片原图的各方鉴定结果汇总”，丰富下面的整合页面。

Connection：这里的connection，主要的工作是改变消费者的认知，让消费者从参与事件过程中进行learning。实际上，这个小小的帖子不过是索爱一个较大的campaign的一个插曲——索尼爱立信全球影像大赛。（该帖的发帖日为7月30日，而影像大赛的时间是8月1日-10月30日，所以相信还会继续曝出搞笑的事件，如果索爱愿意的话）。

Trials：也许上面提及的影像大赛就是一个鼓励网友试用的平台。

评价

通过垂直论坛里的一个小小帖子，引发了过百万的浏览量，的确是一个小投入大买卖啊。通过Sonia知道了联想的红本女，现在又看到了索爱真假照片，搜狐的操作也开始逐渐成熟了。

我认为，这是目前为止，我看到的品牌与消费者之间最为搞笑且有效的对话。我们一直说marketing 2.0，一直说conversation，一直说UGC，一直说viral，但如何tactical地实现这些对话，的确是一个艺术。索爱的这次事件的确很不错。

但我觉得里面有一个让我觉得郁闷的地方：主人公“酷拍客”哥们。页面上介绍说，该哥们是搜狐数码公社的老网友，但仔细看看他的档案，就是个专业枪手。这些记录清清楚楚地记录在搜狐的页面里，不知为啥索爱不能“和谐”掉这些信息，呵呵。作为一个消费者，看到这个信息后，啥也不说，手起刀落地关掉这个页面，再跟上一句，真TM操蛋。

From Compete's information, I get to know three aspects to check when analyzing a website. And they are (copyright belonged to Compete.com, haha):

Visitor Index

1. Unique Visitors

The Unique Visitors metric only counts a person once no matter how many times they visit a site in a given month. Unique Visitors are typically used to determine how popular a site is.

Recommendation: To best understand the popularity of a site, you should consider additional metrics beyond Unique Visitors.

For instance, Site X could drive up its Unique Visitors by buying a lot of advertising across the Internet. However, many of these people may leave the site immediately. Use Engagement metrics to understand how much time people spend on a site and how many pages they look at on average during each visit to more fully understand the site's popularity.

2. Rank

The Compete Rank is based on Unique Visitors and does not consider page views or number of visits made to the site. Rank is often used as a compliment to Unique Visitors to provide a relative metric that shows the significance of a site.

For example, in March 2007, eBay attracted 75M people, which ranked as the third largest site on the Internet within the U.S.

3. Reach

Reach measures how many people visit a website as a percentage of all U.S. Internet users online.

This metric should be used alongside Attention to measure the impact of planned or unplanned events, such as new advertising campaigns, product/service launches or general site growth.

4.Total Time Spent

Total Time Spent considers all the time we collectively spend online and is a function of the number of people who visit a site, how often these people visit a site, and how long they stay on a site.

Although unique visitors and page views are critical pieces of the puzzle - these metrics often fail to accurately measure engagement on sites using technologies such as AJAX and online video.

Recommendation: Total Time Spent can be used in conjunction with Other metrics (such as Unique Visitors or Visits) to calculate additional engagement metrics, such as Average Stay or average time spent on a site per visitor.

5. Visits

Visits are initiated when a user enters a site. As the user interacts with the site the visit is live. Visits are considered live until the user's interaction with the site has ceased for a 30-minute period.

For instance, User A enters Yahoo at 9:00. User A checks their email and reviews the week's weather forecast. User A then goes to a meeting at 9:30. She returns at 10:30 and checks her Yahoo email again. Since 30 minutes lapsed between her two interactions User A is considered "one person" that made "two visits".

Engagement

1. Attention

Attention considers all the time we collectively spend online and then determines what percentage of that time was spent on a given site.

Although unique visitors and page views are critical pieces of the puzzle - these metrics often fail to accurately measure engagement on sites using technologies such as AJAX and online video.

Attention is a powerful way to plan and measure the web because it is a finite resource that we manage selfishly. We grant our attention to people, activities and websites that merit receiving our most precious resource - time. If a site can garner more of an individual's time it should generally be considered a good thing. With that said, there are exceptions (Search Engines for example), which is why we don't present Attention as the king of all metrics. We see Attention as an additional piece of the puzzle.

Attention is graphed using a stacked area chart, which shows how the Attention for each individual site contributes to the total Attention for all sites in the chart. Note that the area for each individual site uses the site below it as a baseline - thus the order of the sites will affect the appearance of the graph.

2. Average Stay

Average Stay is used as an engagement metric. Historically, site engagement was measured exclusively by page views; however, with the introduction of new technologies, such as AJAX and online video, sites are able to reduce the number of clicks a visitor needs to make to obtain the information they are seeking.

Recommendation: Average Stay can be interpreted through different lenses. For instance, a content site like MySpace will strive to keep people on their site as long as possible per visit. In contrast, a search engine like Google will want to help their users find the best results as fast as possible and may consider long Average Stays concerning.

3. Page Views

Page Views is used as an engagement metric. Each time a webpage is accessed by a visitor, it counts as one page view, irrespective of how many times the same user views the same page.

This metric is often used in online advertising, where advertisers use the number of page views a site receives to determine where and how to advertise.

Recommendation: Page Views have historically been considered an important engagement metric. However, because of new technologies such as AJAX and online video that do not require users to view a new page to find content you should also use additional metrics, such as Attention, Average Stay, and Visits Per Person to accurately measure site engagement.

4. Pages Per Visit

Pages Per Visit is used as an engagement metric. Pages are also known as Page Views and represent how many clicks a person makes on a given website.

Recommendation: Pages Per Visit have historically been considered the default engagement metric. However, because of new technologies such as AJAX and online video that do not require users to view a new page to find content you should also use additional metrics, such as Attention and Average Stay, to accurately measure site engagement.

5. Visits Per Person

Visits Per Person is an engagement metric that combines the "Visits" and "Unique Visitors" metric.

Unique Visitors only count a person once no matter how many times they visit a site in a given month. A person can make multiple visits to the site in a given month.

Historically, site engagement was measured exclusively by page views; however, with the introduction of new technologies, such as AJAX and online video, sites are able to reduce the number of clicks a visitor needs to make to obtain the information they are seeking.

Since Visits Per Person is not dependent on "Page Views", it is a great way to assess how effective a site is in retaining its visitors.

Growth: Velocity

Velocity is an effective way to measure the impact of planned (or unplanned) events, such as new advertising campaigns, product/service launches or general site growth. Simply choose an event date as the starting point to see how it has affected a site's Attention over time.

Since this metric is derived from time spent on a site, it can be used to assess the quality of traffic generated by the event/campaign.

For instance, Site X could drive up its Unique Visitors by buying a lot of pop-up ads across the Internet. However, most of these people may leave the site immediately. Use Velocity to understand how much more or less time people spent on the site, or their level of engagement. If a site can garner and sustain more of an individual's time it should generally be considered a good thing.

这是一本关于XZ、传说、人性、梦想...的故事，作者对XZ文化的深刻理解，对历史、自然、地质、生物、人文等多个学科的博闻，让这本书趣味横生、扣人心弦。因为自己读小说较少的缘故，文学上就不评论这本书如何如何，不过在读的过程中，有两点信息强烈地刺激着我。

1. 激情是一种信仰。

之前我一直在理解激情是个什么东东。是豪气冲天的语言？是全力以赴的忘我？是梦想、理想、奋斗...?

在经历了职业的转变后，我才觉得自己对激情有了一个比较深入的认识：如果说梦想是一团火，那么激情就是一场大雨将火扑灭后，剩下的那些炭红。只要有少许的风来，它依然可以燃起。

同样，书中那个为了紫麒麟的卓木强巴在回答一个老教授问他是否害怕去探险的时候，他斩钉截铁地说“怕”，“怕为什么还去？”，“因为这是我的信仰。”需要说明的是，这是卓木强巴在经历了几次生死绝境之后的回答。

2. 人类是渺小的。

上帝始终告诉人类的一个信息就是人类是有罪的，渺小的，脆弱的。但这一点并不是每个人类都能够理解的信息。不过，当你看过卓木强巴在一个人迹寥寥、手无寸铁、走投无路的情形下如何应对3条恶狼的时候，你就知道文明社会所谓的科技都是一文不值。人类之所以渺小，是因为人类开始逐渐放弃最本质的情感，转而投入能够在技术上保证其安全、快乐的虚空。

卓木强巴是否实现了自己愿望我还尚不得知，当然这也只是小说而已，不过，卓木身上这两点闪光的确给了现实中的人不少启发。

It seems to come an agreement that is World Wide Web is going to evolve into the third generation, Semantic Web or Web 3.0. Social Media or Social Web is the product of Web 2.0. This eBook is about Social Web Analytics, short as SWA.

What can Social Media do?

There are four aspects that Social Media could help, which are:

1. New PR or PR 2.0
2. Branding
3. Measurement
4. Market Research and New Product Development

It is quite exciting that the author holds the same opinion on the NPD function of Social Media. For me, as a marketer, Social Media could help me better at:

1. Brand communication
2. Better evaluation in Marketing Effectiveness or ROI
3. Consumer Research and NPD initiating

What is Social Web Analytics?

The author defined Social Web Analytics as the application of search, indexing, semantic analysis and business intelligence technologies to the task of identifying, tracking, listening to and participating in the distributed conversations about a particular brand, product or issue, with emphasis on quantifying the trend in each conversation's sentiment and influence.

Specifically, SWA includes Indexing, Spider, Semantic Analysis (the most important part of SWA, like Rocket Science, hehe), Search Query Structure and API.

Free Tools?

Google Trends, Technorati, Twingly, IceRocket, BlogPulse, Alexa, Baidu Index…. Too Many!

For me, I use Baidu Index & Google Trends most. BTW, Google now launches its new web analysis tool, Google Insights.

但最近一直萦绕我脑海的问题是，如何衡量这三个目标？我们在实际操作中都使用什么KPIs？

通过和一些朋友聊天，目前得到的有如下的答案，但这些都是零星的观点，目前尚未建立一个评估框架。

1. PV
2. CPC、CTR，甚至是CPA（Cost Per Actions，这个Actions的定义根据产品/服务的不同而变）
3. Responding
4. 参与人数
5. Engagement Index：类似于将PV、Responding、Bond Rates、Exit Rate等等所有的数据进行一个加权计算
...

所有这些，我还是比较喜欢Engagement Index这个评估，这个就像一个模型了，能够将我们所考量的指标进行一个加权综合。

不过目前如何“衡量”的问题，还是没有一个清晰的概念，有待于今年将这个问题破解掉。

也欢迎有兴趣的朋友分享一下你的观点，或者发邮件给我: leolianggao【@】gmail【dot】com

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** 2008/7/23 更新

今天从google reader的订阅里看到一篇很好的文章，关于online marketing metrics的文章“Marketing Metrics：Rethinking them again”。这篇文章对于metrics分解为三个方面：

1) Reach metrics – Web site impressions, page views, radio impressions etc…

2) Efficiency metrics – Cost per click, time spent on the website, downloads of a paper or podcast etc.

3) Value – Contribution to Pipeline, contribution to Bookings, ROI on overall bookings.

可以说，这三个是可以非常量化的指标，用来衡量一个online marketing campaign的投资回报所在。

不过最终的，该作者还是认为“销量”是个终极指标。为啥？CEO要的就是结果。

当然将SALES作为终极目标对于很多行业和公司并不合适，但online marketing所做的事情是能够拉动生意。如果生意上不去，再好看的KPIs都是无济于事的。

所以接下来的问题是，这些针对Online marketing campaign本身的KPIs能够在多大程度上影响生意？它们之间的逻辑是什么？