10. No End in Sight
Don’t think we’ve totally figured out how to measure the digital world. We’re still at the 3R’s level of learning—we’re still figuring out how to see, measure, define, and interpret this cool new world. And of course, that world keeps changing. New digital paradigms challenge our measurement concepts and force us to continually rethink what we think we know. In this chapter, we revisit each step in our measurement foundation and show how it fits together to create a strategy for digital measurement. Then we finish up with some thoughts about where digital measurement is headed and some of the challenges new digital channels and behaviors will create.
I started measuring websites back in 1997 or thereabouts, almost 20 years ...
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