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

About this book

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 todays 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 simplyarent 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 hes learned. Youll 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 youre blind to whats really happening online. But you donthave 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 dont link digital activity to customer attitudes and behaviors. They dont work well with todays powerful analytics tools. Above all they dont help you improve your performance. This book gives you a better way. Gary Angel leader of Ernst & Youngs 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 accomplishhow 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 youre a digital analyst marketer user experience designer or executive youll find it indispensable. Why conventional digital metrics are arbitrary and misguided Refocus on what you need to know not what you dont Capture the why Integrate VoC research and behavioral data to build better richer more accurate segments Go beyond snapshots: understand your customers 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