New strategies require new measurement – or so says Helge Tenno. In this fantastic presentation, Helge suggests that when it comes to the social web, we are using the “destination web” as a basis for measurement – and we are, therefore, using an outdated system to measure the efficacy of emergent networks of value. And I tend to agree. Quoting Adrian Ho:

This is because measurements create their own context. For example, I’d argue that it’s precisely because we measure horsepower that horsepower is valued.

However, the flow-on effect of this is profound. It means that we must fundamentally shift the way in which we create strategy and drive its implementation. Gone are the days where strategy can be built and refined over months and sometimes years. Strategy must be what Katie Chatfield suggests:

… you have a core thought, but it should be fluid, evolving and allow you to do several things simultaneously and build on the ideas that work.

And this comes back to a process for continuous digital strategy. It means, for marketers, living life at the edge of your brand. But fundamentally, it is understanding how people change behaviour, not why – for it is not the behaviour that we want to track, but the shifts in sentiment around points of action that are useful indicators to brands. And it is only by working with those levers and feeding that back into our product and service development that we can begin to link consumer behaviour to the brands that people love.