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

Book Description


  • 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.

    For more than a decade, Angel has helped leading global enterprises succeed at digital. This book reflects all he’s learned. You’ll find valuable guidance on understanding visitor intent… creating customer taxonomies… digital segmentation… integrating VoC research… and using behavioral analysis and controlled experiments to investigate what drives customer choice.

    Angel will help you measure the value of every digital interaction more accurately, identify specific digital behaviors that predict success, and create a comprehensive measurement paradigm that integrates all your digital spaces.

    With flawed tools and siloed analytics, you’re blind to what’s really happening online. But you don’t have 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.

    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 buildbetter, richer, more accurate segments

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

    Understand how your customers’ views and behaviorsevolve over time

    Segment in three dimensions for a multichannel world

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

    Table of Contents

    1. About This E-Book
    2. Title Page
    3. Copyright Page
    4. Dedication Page
    5. Contents
    6. Acknowledgments
    7. About the Author
    8. Preface: Measuring the (Digital) World
    9. 1. Digital Meaning
      1. The Digital Challenge: Our Metrics and Our Measurement Lack Meaning
      2. The Grocery Store with Invisible Patrons
      3. Getting Digital
    10. 2. Two-Tiered Segmentation
      1. Creating a Foundation for Digital Measurement
      2. Two-Tiered Segmentation
      3. Signal to Noise: Another View on Two-Tiered Segmentation
      4. Understanding Two-Tiered Segmentations
      5. Sample Two-Tiered Segmentations
    11. 3. Use Cases and Visit Intent
      1. Angel’s Taco Divina Food Trucks: Designing a Digital Segmentation
      2. Building Segmentation Rules
        1. The Segment Is Too Small
        2. The Segment Is Too Large
        3. The Segment Conflates Two Use Cases
      3. Developing Initial Use Cases
      4. Creating Behavioral Signatures
      5. Segmentation
      6. Remainder Analysis
      7. Defining Success
    12. 4. Customer Identity and Taxonomy
      1. Deepening Our Understanding of Behavior
      2. Functionalism
        1. Functional Page Types
        2. Why Functional Measurement Matters
        3. Implementing and Expanding a Functional Approach
        4. Functionalism As a Segmentation Cue
      3. Building Taxonomies
    13. 5. Website Structure
      1. Postulate 2: Postulate 1 Is Often Wrong
      2. No New Problems—Just Old Mistakes
      3. Selection Limitation
      4. Behavioral Shifting
      5. Controlled Experimentation
      6. Mixing Your Own Experiments
    14. 6. Attitudes and Behaviors: Mixing a More Powerful Measurement Cocktail
      1. Understanding Site Behavior
      2. Coloring a Segmentation
      3. Validating Segmentations
      4. Building a Segmentation
    15. 7. Voice of Customer, Digital Marketing, and Success Measurement
      1. Digital Website to Retail Location
      2. Acquisition Online and via Call Center
      3. Online Broadcast and Show Consumption
      4. Online Lead Generation and Sales Conversion
      5. Product Support with Commerce Elsewhere Online or Offline
      6. Pharma Company Marketing a Drug to Potential Patients
      7. Sampling and Bias
      8. Ask Before, Ask During, Ask After
      9. Measuring the Upstream Journey
      10. Targeting Precision
      11. Offsite Survey
      12. Measuring Onsite (During)
      13. Stability
      14. When to Ask: The Role of Targeted Surveys and Samples
      15. Benchmarking and Cross-Site Comparison
      16. Measuring Downstream Value (Ask After)
      17. Resurvey Techniques
      18. Sampling Challenges
    16. 8. Big Data and Measuring the Digital World
      1. What’s Really Different about Analyzing Digital Data
      2. Big Data Use Cases
      3. Why Everyone Gets It Wrong
      4. Getting by with What You Have
    17. 9. Omnichannel Analytics
      1. The Myth of the Golden Path
      2. The Implications
      3. Omnichannel Analytics: Journey Stage
      4. Building the Measurement Framework for Tracking Journeys
      5. Recency/Frequency/Monetary (RFM)
    18. 10. No End in Sight
      1. Reviewing the Framework
      2. Some Humble Time: All Things Not Covered Here
      3. Looking Forward: Where There’s Still Work to Be Done
      4. Measurement and All It Means
    19. Index
    20. Code Snippets