Fresh off an exciting Super Bowl, Major League Baseball pitchers and catchers are set to report to their team's Spring Training camps in just two weeks. But "Moneyball" style MLB General Managers have been crunching data for months to determine who really are the players with the most value. Oscar-nominated actor Brad Pitt's portrayal of Oakland As GM Billy Beane illustrated the baseball executive's obsessive commitment to a new "radical" key performance indicator (KPI) called on base percentage (OBP). Beane and his Harvard economics assistant figured out that high OBP closely mirrored team wins and committed themselves to letting their system work over time. So far, the World Series title has eluded him, but Beane’s system has delivered the fifth best record in the major leagues since 1998 and many teams have adopted his analytical approach to the game. Beane recently extolled the virtues of using data and analytics to a room full of search marketers.
In digital marketing, high-bidded search engine marketing has traditionally gotten the fair share of credit the same way home run hitters in baseball were valued over those that “just got on base.” For digital rainmakers, getting on base means getting your brand in front of people before they’re ready to act. Paid social is one of those key role players with a high OBP. Reaching your audience with a targeted social ad can plant seeds that later blossom into search conversions. Today’s smart rainmakers are connecting the dots between search and social interactions and creating metrics that give credit to each touchpoint along the path to conversion. But remember that in the game of search, what worked yesterday will not work tomorrow as the competition catches on. Keep scouting for new advantages, and as they say, never take your eye off the ball!
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