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We live in a time of information abundance, which far too many of us see as information overload. With the sum total of human knowledge, past and present, at our fingertips, we’re faced with a crisis of attention: which ideas should we engage with, and why? Big Think is an evolving roadmap to the best thinking on the planet — the ideas that can help you think flexibly and act decisively in a multivariate world.

A word about Big Ideas and Themes — The architecture of Big Think

Big ideas are lenses for envisioning the future. Every article and video on bigthink.com and on our learning platforms is based on an emerging “big idea” that is significant, widely relevant, and actionable. We’re sifting the noise for the questions and insights that have the power to change all of our lives, for decades to come. For example, reverse-engineering is a big idea in that the concept is increasingly useful across multiple disciplines, from education to nanotechnology.

Themes are the seven broad umbrellas under which we organize the hundreds of big ideas that populate Big Think. They include New World Order, Earth and Beyond, 21st Century Living, Going Mental, Extreme Biology, Power and Influence, and Inventing the Future.

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Measuring Digital Marketing

May 24, 2011, 6:57 AM

What's the Latest Development?

Just because you can measure your digital marketing does not mean you know if your efforts are paying off, warns David Rogers. So you've added a thousand Facebook fans, but what are those fans worth? How much value does your blog generate for your firm? There is no silver bullet to measure the impact of all digital marketing, so businesses should develop a variety of metrics to assess the return on their digital marketing efforts.

What's the Big Idea?

Rogers says the first key to developing good metrics is to know your objectives. The second is to understand how close your metrics are to measuring a financial value delivered to your business. Digital marketing metrics fall into one of three broad stages: Activity metrics (the lowliest level), engagement metrics (an over-used, under-defined term to cover anything that measures the level of customer’s involvement, attention, and commitment), and business metrics (the impact of digital marketing on critical business outcomes). "Only when you get to stage 3 can you actually answer the most important question: is my digital marketing paying off?"


Measuring Digital Marketing

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