Measuring the Digital World: Using Digital Analytics to Drive Better Digital Experiences

by Gary Angel

Overview

This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book.

 

The definitive guide to next generation digital measurement; Indispensable insight 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 performance

To 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 simply aren’t up to the task. Now, Gary Angel shows how to reinvent digital measurement so it delivers all you need to create richer, more compelling digital experiences.

 

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.

 

Product Details

ISBN-13:	9780134195131
Publisher:	Pearson Education
Publication date:	11/20/2015
Series:	FT Press Analytics
Sold by:	Barnes & Noble
Format:	eBook
Pages:	256
File size:	4 MB
Age Range:	18 Years

About the Author

Gary Angel currently leads Ernest & Young’s (EY) Digital Analytics Practice. EY acquired Gary’s previous company, Semphonic, in 2013. As President and co-founder, Gary led Semphonic’s growth from a two-person consultancy to one of the leading digital analytics practices in the Unites States. Voted the most Influential Industry Contributor by the Digital Analytics Association, Gary writes an influential blog (http://semphonic.blogs.com/semangel), has published numerous whitepapers on advanced digital analytics practice, and is a frequent speaker at industry events. Over the last two decades, he’s helped create and advance the state-of-the-art in digital measurement.

Table of Contents

Preface: Measuring the (Digital) World    ix

Chapter 1: Digital Meaning    1

The Digital Challenge: Our Metrics and Our Measurement Lack Meaning    1

The Grocery Store with Invisible Patrons    1

Getting Digital    4

Chapter 2: Two-Tiered Segmentation    11

Creating a Foundation for Digital Measurement    11

Two-Tiered Segmentation    21

Signal to Noise: Another View on Two-Tiered Segmentation    26

Understanding Two-Tiered Segmentations    29

Sample Two-Tiered Segmentations    32

Chapter: 3 Use Cases and Visit Intent    39

Angel’s Taco Divina Food Trucks: Designing a Digital Segmentation    41

Building Segmentation Rules    46

Developing Initial Use Cases    51

Creating Behavioral Signatures    56

Segmentation    63

Remainder Analysis    71

Defining Success    74

Chapter 4: Customer Identity and Taxonomy    87

Deepening Our Understanding of Behavior    87

Functionalism    101

Building Taxonomies    114

Chapter 5: Website Structure    119

Postulate 2: Postulate 1 Is Often Wrong    119

No New Problems—Just Old Mistakes    125

Selection Limitation    126

Behavioral Shifting    131

Controlled Experimentation    133

Mixing Your Own Experiments    139

Chapter 6: Attitudes and Behaviors: Mixing a More Powerful Measurement Cocktail    145

Understanding Site Behavior    147

Coloring a Segmentation    149

Validating Segmentations    151

Building a Segmentation    154

Chapter 7: Voice of Customer, Digital Marketing, and Success Measurement    165

Digital Website to Retail Location    167

Acquisition Online and via Call Center    167

Online Broadcast and Show Consumption    168

Online Lead Generation and Sales Conversion    169

Product Support with Commerce Elsewhere Online or Offline    169

Pharma Company Marketing a Drug to Potential Patients    170

Sampling and Bias    171

Ask Before, Ask During, Ask After    175

Measuring the Upstream Journey    176

Targeting Precision    179

Offsite Survey    182

Measuring Onsite (During)    184

Stability    188

When to Ask: The Role of Targeted Surveys and Samples    189

Benchmarking and Cross-Site Comparison    191

Measuring Downstream Value (Ask After)    194

Resurvey Techniques    196

Sampling Challenges    200

Chapter 8: Big Data and Measuring the Digital World    203

What’s Really Different about Analyzing Digital Data    207

Big Data Use Cases    216

Why Everyone Gets It Wrong    218

Getting by with What You Have    220

Chapter 9: Omnichannel Analytics    223

The Myth of the Golden Path    225

The Implications    228

Omnichannel Analytics: Journey Stage    229

Building the Measurement Framework for

Tracking Journeys    233

Recency/Frequency/Monetary (RFM)    237

Chapter 10: No End in Sight    241

Reviewing the Framework    243

Some Humble Time: All Things Not Covered Here    248

Looking Forward: Where There’s Still Work to

Be Done    251

Measurement and All It Means    252

Index    255