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

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