Video: Web Measurement Standardization, CEO Gary Angel on Functionalism (15 min)

I was able to interview Gary Angel, CEO of Semphonic on one of my favorite topics: Measurement. There’s three reasons why Social Media Measurement is important: 1) Proof: Companies deploying social media need to measure, as it’s a ‘new’ type of program. 2) Manage: You can’t manage what you can’t measure proves to be true, and lastly, 3) Whoever controls the measurement for this space drives the revenue, go to Ad:Tech and you’ll realize how important this is.

As this industry starts to standardize, Gary discusses his ‘functionalism’ framework that he’s put together, it standardizes a measurement methodology for any web template. Can a standardization be applied to any webpage? Gary thinks so. I questioned him if webpages can have multiple functions, hear his answer. His White Paper: Functionalism, A New Approach to Web Analytics (PDF), there’s a dozen templates listed in the framework.


You may remember the video blog, Web Strategy Show I used to run at PodTech (my previous employer), the show is designed for those who make decisions for websites, (I call it a Video White Paper) and I interviewed many of the top thought and practice leaders in our industry. These videos tend to be longer in duration, I use a tripod, and we discuss the topics in advance. This is different than my quick “street” video shots I do with my digital camera.

Having left PodTech, (a great place for content creators, as I get to take my show with me) I didn’t get a chance to publish all my tapes (there’s just a few interviews left), and put out a blog post to see if anyone wanted to publish them on my behalf. Cece, from On24.com, a webcasting and media company for some well known brands, immediately contacted me and followed-up. They have a quite a few other videos focused on IT and Marketing topics, on Insight24. They’ve even created a specific channel for the Web Strategy show.

Thanks to Cece and the very professional On24 team!