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

    Author: Angel, Gary
    ISBN: 9780134195087
    Format: Hardback
    R621,00
    R710,00
    Dispatched within 11-16 working days.
    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
    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
    Products specifications
    ISBN13 9780134195087
    Contributor Angel, Gary
    Format Hardback
    Height 229.0
    Width 164.0
    Thickness 22.0
    Weight 544
    Publisher Pearson Education (US)
    Publication Date 2015-12-09
    Full Description 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
    Author Biography 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