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THE DEFINITIVE GUIDE TO NEXTGENERATION DIGITAL MEASUREMENT: INDISPENSABLE INSIGHT FOR BUILDING HIGH-VALUE DIGITAL EXPERIENCES!
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
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
Remainder Analysis 71
Defining Success 74
Chapter 4: Customer Identity and Taxonomy 87
Deepening Our Understanding of Behavior 87
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
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