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Measuring the Digital World : Using Digital Analytics to Drive Better Digital Experiences (Hardcover)
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Master a breakthrough methodology for understanding and measuring the digital world -- so you can create far richer and more compelling digital experiences!
In Measuring the Digital World, Gary Angel, leader of Ernst & Young’s pioneering Digital Analytics practice, presents a comprehensive framework and methodology that reflects his profound understanding of what makes digital environments unique.
Angel explains why simplistic efforts to understand the digital world have failed, and guides you towards comprehending digital behavior at a far deeper level. Step by step, he shows how to transform “raw facts” about digital behavior into meaningful knowledge about who each visitor is, what she was trying to accomplish, how successful you were in helping her, how you can personalize and optimize her digital experience from now on, and how you can use measurement to provide deep personalization at scale.
You’ll find specific guidance on understanding visitor intent; creating customer taxonomies, structuring websites, and much more. Angel shows how to integrate Voice of Customer research, behavioral analysis, and controlled experiments to investigate and understand the drivers of choice far more rapidly and effectively. You’ll learn how to accurately measure the value of your digital interactions, identify the digital behaviors in each visit type that meaningfully predict future success, get beyond flawed “golden path” analyses, and create a comprehensive measurement paradigm that operates across all your digital spaces.
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.