The Digital Metrics Field Guide : The Definitive Reference for Brands Using the Web, Social Media, Mobile Media, or Email

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The Digital Metrics Field Guide : The Definitive Reference for Brands Using the Web, Social Media, Mobile Media, or Email

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  • 製本 Paperback:紙装版/ペーパーバック版/ページ数 318 p.
  • 言語 ENG
  • 商品コード 9789063693770
  • DDC分類 658

Table of Contents

Acknowledgements                                   6  (3)
Foreword 9 (1)
Introduction 10 (2)
Why ARF Prepared The Digital Metrics
Field Guide
The Field Guide Is for Anyone
Involved with the Web, Social
Media, Mobile Media, or Email
Key Features of the Field Guide that
Benefit You
How To Choose The Right Metrics 12 (1)
Six Questions Brands Should Ask to Select
Metrics
How To Locate Metrics In The Field Guide 13 (1)
Metrics Listed Alphabetically 14 (13)
Metrics Listed By Category 27 (13)
Metrics Listed By Marketing Stage 40 (14)
Guide To The Metrics Entries 54 (2)
The 12 Fields in the Metrics Entries
Sources For Metrics Data 56 (4)
Digital Metrics Field Guide Entries
Abandonment Rate (Page)* 60 (1)
Abandonment Rate (Shopping Cart)* 61 (1)
Actions Rate (Facebook) 62 (1)
Actions (Facebook) 63 (1)
Active User Rate (Mobile Apps)* 64 (1)
Ad Awareness* 65 (1)
Ad Impression* 66 (2)
Average Order Value* 68 (1)
Average Time Spent on Page* 69 (1)
Average Time Spent on Site (Session 70 (1)
Length)*
Bounce---Email* 71 (1)
Bounce (Website or Social Network)* 72 (1)
Bounce Rate - Email 73 (1)
Bounce Rate (Site or Network)* 74 (1)
Brand Advocate* 75 (2)
Brand Awareness* 77 (2)
Brand Lift* 79 (1)
Brochure Downloads 80 (1)
Browse to Buy Ratio 81 (1)
Browser 82 (1)
Channel 83 (1)
Check-Ins---Page (Facebook) 84 (1)
Click 85 (1)
Click Stream 86 (1)
Click-Through 87 (2)
Click-Through Rate (CTR)* 89 (1)
Click-Through Rate After Video Exposure 90 (1)
Comments* 91 (1)
Consumers---Page (Facebook) 92 (1)
Consumers---Post (Facebook) 93 (1)
Consumptions---Post (Facebook) 94 (1)
Conversation Relevant Sites 95 (1)
Conversation* 96 (1)
Conversion Funnel* 97 (1)
Conversion Goal* 98 (1)
Conversion Rate* 99 (2)
Conversion* 101(2)
Cookie 103(2)
Cost per Action (CPA)* 105(1)
Cost per Click (CPC)* 106(1)
Cost per Lead (CPL)* 107(1)
Cost per Order 108(1)
Cost per Sale (CPS) 109(1)
Cost per Targeted Thousand Impressions 110(1)
(CPTM)
Cost per Thousand (CPM) Impressions* 111(1)
Cost per Transaction 112(1)
Cost per Unique Visitor 113(1)
Coupon Downloads 114(1)
Customers* 115(1)
Direct Traffic Visitors 116(1)
Earned Impression* 117(2)
Email Capture Rate 119(1)
Email Click to Open Rate 120(1)
Email Complaint Rate 121(1)
Email Complaints 122(1)
Email Delivered* 123(1)
Email Delivery Rate* 124(1)
Email Forwards* 125(1)
Email Inbox Delivered* 126(1)
Email Inbox Delivered Rate 127(1)
Email Open Rate* 128(2)
Email Opens* 130(2)
Email Sent to Open Ratio* 132(1)
Email Unsubscribe Rate* 133(1)
Engaged Users---Post (Facebook) 134(1)
Engagement---Tweet (Twitter) 135(1)
Engagement---Video 136(1)
Engagement* 137(1)
Entry Page (Top Entry Pages)* 138(1)
Entry Type* 139(1)
Episode Completions 140(1)
Episode Starts 141(1)
Estimated Minutes Watched* 142(1)
Event 143(1)
Event Tracking* 144(1)
Exit Page* 145(1)
Fan (Facebook) 146(1)
First Orders 147(1)
Followers/Subscribers* 148(2)
Form Submissions* 150(1)
Frequency* 151(1)
Friends of Fans (Facebook) 152(1)
Gross Ratings Points (GRP)* 153(1)
Hit 154(1)
In-Unit Click 155(1)
Incoming Links (Backlinks) 156(1)
Influencer* 157(2)
Interactions---In Ad 159(2)
IP Address 161(1)
Key Content Downloads (Coupons, Recipes, 162(1)
Apps, etc.)*
Key Performance Indicator (KPI)* 163(1)
Like* 164(2)
Likes---Page (Facebook) 166(2)
Mentions* 168(1)
Mobile App Downloads 169(1)
Mobile Browser Version 170(1)
Mobile Operating System 171(1)
Mouseover 172(1)
Negative Feedback from Users---Post 173(1)
(Facebook)
Negative Feedback from Users---Page 174(1)
(Facebook)
New App Users* 175(1)
New Likes---Page (Facebook) 176(1)
New Visitor 177(1)
New Visitor (Percent)* 178(1)
Organic Impressions---Posts (Facebook) 179(1)
Organic Reach---Page (Facebook) 180(1)
Organic Reach---Post (Facebook) 181(1)
Page 182(1)
Page (Facebook, Linkedln) 183(1)
Page Exit Rate 184(1)
Page Load Times* 185(1)
Page Post (Facebook) 186(1)
Page View (Facebook) 187(1)
Page View, Logged-in (Facebook) 188(1)
Page View* 189(1)
Page Views per Visit* 190(1)
Paid Impression---Page (Facebook) 191(1)
Paid Impressions---Post (Facebook) 192(1)
Paid Reach---Page (Facebook) 193(1)
Paid Reach---Post (Facebook) 194(1)
Pay Per Click (PPC) 195(1)
People Engaged---Post (Facebook) 196(1)
People Talking About This---Page 197(1)
(Facebook)
People Talking About This---Post 198(1)
(Facebook)
Phone Brand 199(1)
Phone Type 200(1)
Pinners 201(1)
Pins 202(1)
Playlist Average Playing Time 203(1)
Playlist Completions 204(1)
Playlist Starts 205(1)
Program Completion Rate 206(1)
Program Completions 207(1)
Program Repeated Completions 208(1)
Program Repeated Starts 209(1)
Program Starts 210(1)
Program Stops 211(1)
Reach* 212(1)
Recipe Downloads 213(1)
Referral Traffic* 214(1)
Repeat Visitors 215(1)
Repinners 216(1)
Repins 217(1)
Return Visitor* 218(1)
Retweets 219(1)
Revenue Over Email Delivered* 220(1)
Reviews (product)* 221(1)
Rich Media Interactive Impressions 222(2)
Screen View 224(1)
Screen Views per Visit 225(1)
Search Traffic 226(1)
Sentiment* 227(2)
Share of Active Days 229(1)
Share of Streams 230(1)
Sharing* 231(2)
Social Click Rate 233(1)
Social Clicks 234(1)
Social Impressions (Facebook) 235(1)
Social Percentage (Facebook) 236(1)
Song Downloads 237(1)
Source 238(1)
Sponsored Story (Facebook) 239(1)
Story (Facebook) 240(1)
Streams per Unique Viewer* 241(1)
Tab Views, Total (Facebook) 242(1)
Target Audience* 243(1)
Target Impressions 244(1)
Time Spent Viewing, Average* 245(1)
Time Spent Viewing, Total 246(1)
Time to Purchase* 247(1)
Top Viewed Pages* 248(1)
Total Impressions---Page (Facebook) 249(1)
Total Impressions---Post (Facebook) 250(1)
Total Reach---Page (Facebook) 251(2)
Total Reach---Post (Facebook) 253(1)
Unduplicated Video Reach 254(1)
Unfollow/Unsubscribe* 255(1)
Unique App Users* 256(1)
Unique Clicks 257(1)
Unique Program Viewers or Listeners 258(1)
Unique Viewers* 259(1)
Unique Visitors (Unique Browsers)* 260(2)
Unlike/Dislike* 262(1)
Unlikes---Page (Facebook) 263(1)
Video---Audience Retention 264(1)
Viewable Impression* 265(2)
Views 267(1)
Views, Videos* 268(1)
Viral Impressions---Page (Facebook) 269(1)
Viral Impressions---Post (Facebook) 270(1)
Viral Reach---Post (Facebook) 271(1)
Viral Reach---Page (Facebook) 272(1)
Virality/Engagement Rate---Post (Facebook) 273(1)
Visit (Session)* 274(2)
Visits---Buy Now Section 276(1)
Visits---Customer Service/Support Section 277(1)
Visits---Store Locator Section 278(2)
Viewpoints On Measurement: The Present And 280(3)
Its Futures
Viewpoints 1 Perspectives and Practices 280(1)
in Today's Measurement Landscape
Viewpoints 2 A More Social Measurement 281(2)
Future
Viewpoints 1 Perspectives And Practices In 283(7)
Today's Measurement Landscape
The Case for Holistic Measurement 284(1)
Putting Big Data and Big Data Metrics in 285(1)
Perspective
Finding the Right Digital Metrics for 286(2)
Brand Marketing
Measuring the Delivery and Effectiveness 288(2)
of Digital Media Plans
Viewpoints 2 A More Social Measurement 290(18)
Future
No Currency Needed 292(2)
The Importance of Why Advertising Works: 294(2)
Measurement's Missing Link
If Content Is King, Context Is the Power 296(2)
Behind the Throne
The Need to Measure Impact 298(2)
Marketing Through Fans, Not to Them 300(2)
Remarkable Implications: The Correlation 302(2)
Between Online Advocacy and Offline Sales
Why Measurement Needs to Change and How 304(1)
It Should Change
The Evolution and Use of Digital Metrics: 305(3)
A Social Value and Impact Perspective
Summing Up: What We Have Learned From 197 308(6)
Metrics, 150 Studies, And 12 Essays
Appendix I Authorities for Metrics Definitions 314(1)
Appendix II Research References 315