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Continued: Online marketing dashboard measures 'web presence'

  • Article by: TODD NELSON , Special to the Star Tribune
  • Last update: February 11, 2013 - 3:26 PM

“For any company that’s trying to get ahead of the competition, Web presence is huge,” Harvath said. “I’m really bullish on where (WPO Inc.) is going to go with it, and I think it’s going to be big.”

The expert says: Michael Porter, adjunct marketing instructor and director of the master of business communication program at the University of St. Thomas Opus’ College of Business, said he likes the WPO Metrics Dashboard model.

“This looks to me like the most comprehensive kind of approach, assuming she can deliver on what she says is there. It fills in all the blanks,” said Porter, a longtime acquaintance of Chapman’s.

Having both realistic and appropriate metrics and a dashboard that puts those in context is “two steps ahead of where the majority of people are now when it comes to balancing out online” marketing, Porter said.


Todd Nelson is a freelance writer in Woodbury. His e-mail address is

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  • KC Associates and WPO Inc.

    Business: KC Associates offers marketing and public relations consulting, Web Presence Optimization, integrated marketing development and communications services to tech companies. WPO Inc. markets WPO Metrics Dashboard, which compiles more than 100 metrics to measure and optimize a company’s online visibility.

    Founded: KC Associates, 1988. WPO Inc., 2012


    Consultants: A core group of a dozen associates handles projects

    Executive consultants: Kirsten Chapman, principal; Tom Pick, digital marketing strategy; Eva Keiser, public relations strategy; LeAnn Castillo, marketing execution.

    2012 revenue: $1 million

    Strategy: Continue consulting services at KC Associates while overseeing the launch of WPO Metrics Dashboard

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