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

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

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Description

  • Copyright 2016
  • Dimensions: 6" x 9"
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-419514-0
  • ISBN-13: 978-0-13-419514-8

THE DEFINITIVE GUIDE TO NEXTGENERATION 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 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 misguided

Refocus on what you need to know, not what you don’t

Capture the “why”

Integrate VoC research and behavioral data to build better, richer, more accurate segments

Go beyond snapshots: understand your customer’s entire digital experience

Understand how your customers’ views and behaviors evolve over time

Segment in three dimensions for a multichannel world

Treat each channel as part of a larger, integrated, sequential journey

Sample Content

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

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