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Full Description
THE DEFINITIVE GUIDE TO NEXTGENERATION DIGITAL MEASUREMENTINSIGHT FOR BUILDING HIGH-VALUE DIGITAL EXPERIENCES!Helps you capture the knowledge you need to deliver deep personalization at scale Reflects today's latest insights into digital behavior and consumer psychology For every digital marketer, analyst, and executive who wants to improve performanceTo win at digital, you must capture the right data, quickly transform it into the right knowledge,and use them both to deliver deep personalization at scale. Conventional digital metrics simplyaren't up to the task. Now, Gary Angel shows how to reinvent digital measurement so it delivers allyou need to create richer, more compelling digital experiences.For more than a decade, Angel has helped leading global enterprises succeed at digital. This bookreflects all he's learned. You'll find valuable guidance on understanding visitor intent... creatingcustomer taxonomies... digital segmentation... integrating VoC research... and using behavioralanalysis and controlled experiments to investigate what drives customer choice.Angel will help you measure the value of every digital interaction more accurately, identify specificdigital behaviors that predict success, and create a comprehensive measurement paradigm thatintegrates all your digital spaces.With flawed tools and siloed analytics, you're blind to what's really happening online. But you don'thave to be. Gary Angel will help you make the invisible visible... actionable... profitable.Most common digital metrics are virtually useless. They measure the wrong things in the wrong ways. They don't link digital activity to customer attitudes and behaviors. They don't work well with today's powerful analytics tools. Above all, they don't help you improve your performance.This book gives you a better way.Gary Angel, leader of Ernst & Young's pioneering Digital Analytics practice, presents a comprehensive framework for capturing the right data the right way, so you can comprehend digital behavior at a far deeper level.Angel shows how to transform "raw facts" about digital behavior into meaningful knowledge about your visitors... what they were trying to accomplish...how well you helped them... how you can personalize and optimize their digital experiences from now on... how you can use measurement to provide deep personalization at scale.More rigorous, integrated, and usable than any competitive book, Measuring the Digital World will help you create, deliver, and consume digital information with unprecedented sophistication. Whether you're a digital analyst, marketer, user experience designer, or executive, you'll find it indispensable.Why conventional digital metrics are arbitrary and misguidedRefocus on what you need to know, not what you don'tCapture the "why"Integrate VoC research and behavioral data to build better, richer, more accurate segmentsGo beyond snapshots: understand your customer's entire digital experienceUnderstand how your customers' views and behaviors evolve over timeSegment in three dimensions for a multichannel worldTreat each channel as part of a larger, integrated, sequential journey
Contents
PrefaceChapter 1: Digital Meaning 1The Digital Challenge: Our Metrics and Our Measurement Lack Meaning 1The Grocery Store with Invisible Patrons 1Getting Digital 4Chapter 2: Two-Tiered Segmentation 11Creating a Foundation for Digital Measurement 11Two-Tiered Segmentation 21Signal to Noise: Another View on Two-Tiered Segmentation 26Understanding Two-Tiered Segmentations 29Sample Two-Tiered Segmentations 32Chapter: 3 Use Cases and Visit Intent 39Angel's Taco Divina Food Trucks: Designing a Digital Segmentation 41Building Segmentation Rules 46Developing Initial Use Cases 51Creating Behavioral Signatures 56Segmentation 63Remainder Analysis 71Defining Success 74Chapter 4: Customer Identity and Taxonomy 87Deepening Our Understanding of Behavior 87Functionalism 101Building Taxonomies 114Chapter 5: Website Structure 119Postulate 2: Postulate 1 Is Often Wrong 119No New Problems-Just Old Mistakes 125Selection Limitation 126Behavioral Shifting 131Controlled Experimentation 133Mixing Your Own Experiments 139Chapter 6: Attitudes and Behaviors: Mixing a More Powerful Measurement Cocktail 145Understanding Site Behavior 147Coloring a Segmentation 149Validating Segmentations 151Building a Segmentation 154Chapter 7: Voice of Customer, Digital Marketing, and Success Measurement 165Digital Website to Retail Location 167Acquisition Online and via Call Center 167Online Broadcast and Show Consumption 168Online Lead Generation and Sales Conversion 169Product Support with Commerce Elsewhere Online or Offline 169Pharma Company Marketing a Drug to Potential Patients 170Sampling and Bias 171Ask Before, Ask During, Ask After 175Measuring the Upstream Journey 176Targeting Precision 179Offsite Survey 182Measuring Onsite (During) 184Stability 188When to Ask: The Role of Targeted Surveys and Samples 189Benchmarking and Cross-Site Comparison 191Measuring Downstream Value (Ask After) 194Resurvey Techniques 196Sampling Challenges 200Chapter 8: Big Data and Measuring the Digital World 203What's Really Different about Analyzing Digital Data 207Big Data Use Cases 216Why Everyone Gets It Wrong 218Getting by with What You Have 220Chapter 9: Omnichannel Analytics 223The Myth of the Golden Path 225The Implications 228Omnichannel Analytics: Journey Stage 229Building the Measurement Framework forTracking Journeys 233Recency/Frequency/Monetary (RFM) 237Chapter 10: No End in Sight 241Reviewing the Framework 243Some Humble Time: All Things Not Covered Here 248Looking Forward: Where There's Still Work toBe Done 251Measurement and All It Means 252Index 255
