How I got my first customers without having a product: http://anthonybosschem.wordpress.com.

1. How important are the problems listed below when talking about online communication
measurement, reporting & analytics.
Rating
(1: not a problem -
7: totally agreed)
Problem
Not sure why you should be investing in social media?
Difficult to convince management to invest in social media?
Not able to compare social media investments to other
communication channels?
Not able to see the impact of social media on your sales
funnel?
Lack of overview on your mediamix (what channels are you
using, how much are you investing, what are the results)?
Difficult to combine all the data from different communication
channels in a coherent way?
Difficult to see the impact of social media on other
communication channels?
Not able to distinguish the impact of different campaigns on
multiple communication channels?
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Darwin Analytics: More insights, Less KPI’s

2. Questions to ask concerning the problem:
Question Answer
If you have three major problems to solve
in online communication measurement,
what would they be?
What’s the biggest pain in your work
concerning social media measurement? If
you could wave a magic wand and change
anything you want, what would it be?
How much does this problem cost you in
time, effort, money, ... (monthly)
How does your company evaluate new
products? (price? performance? features?)
Darwin Analytics: More insights, Less KPI’s

3. What solutions are you using now to fix your problems with online communication
measurement, reporting and analytics, and how well are they performing?
Rating
(1: rubbish -
7: fixes my problems
perfectly)
Tools
Google Analytics
Facebook Insights
Crowdbooster
Omniture
Engagor
Radian6
Custom KPI dashboard
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Darwin Analytics: More insights, Less KPI’s

4. Questions to ask concerning the solution:
Question Answer
How does Darwin compare to the other
solutions we just ranked?
Would you be interested in using Darwin
within the first three months?
Would you be interested in using Darwin
within the first six months?
How are you keeping up with news about
social media measurement?
How would you describe Darwin - as you
have seen it - to other people?
Who are three other smart people I should
talk to?
Darwin Analytics: More insights, Less KPI’s

5. Darwin Analytics: More insights, Less KPI’s