Resolving the Measurement Rift Between Community & Marketing

Topic Description:

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.

Who is Venia Logan?

Venia Logan is an online community architect and teacher specializing in the Social Science of Community! With her clients, she builds robust online communities that help businesses grow and then uses those sites as examples to co-iteratively teach other community managers the social science of virtual spaces, so that we can create better virtual worlds.

Check out her work and learn to measure community with social science at!

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Topic Description:

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Who is Ben Collins?

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Over 50,000 professionals from 1,000+ companies have enrolled in his training courses, including employees from PwC, Netflix, Verizon, Google, Capital One, and other Fortune 500 companies.

Google recognized Ben as a Google Developer Expert for Google Workspace Technology in 2019, one of only a handful worldwide.

Ben works primarily with Google Sheets and Apps Script and has extensive experience with Google Data Studio, Microsoft Excel, SQL, and Tableau. He previously taught data courses and workshops for General Assembly in Washington, D.C.

Connect with Ben on: LinkedIn | Twitter