In the Community world, we've seen massive measurement upsets, from the rise of the Community Intelligence Platform (CIPs) to Community Operations as a Super-Department. One of the biggest drivers of this trend has been a rising conflict between marketing and community measurement tools. On one end Community tools have ignored the Marketing suite in favor of their own tools because marketing's processes are “insufficient” for measuring community. On the other end, Community metrics are too disparate, difficult to work with and create needlessly complex data flows for any brand's tech stack.

In this talk, I'd like to explore this rift with both community and marketing professionals in the room and propose some resolutions to the problem. Starting organizationally with processes, but also by discussing the use of google business suite for Community measurement, and improving the impact of CIPs to back-end data for marketing departments.