The Digital Metrics Field Guide: The Definitive Reference for Brands Using the W

Description: The Digital Metrics Field Guide by Stephen D. Rappaport Suitable for those of us who use metrics and need straightforward, authoritative, non-technical guidance, this title helps brands of any size that advertise, market or engage with their customers and prospects through email, the Web, mobile or social. FORMAT Paperback LANGUAGE English CONDITION Brand New Publisher Description The Digital Metrics Field Guide is the definitive reference for brands of any size that advertise, market or engage with their customers and prospects through email, the Web, mobile or social. Every brand gets performance reports through their providers, which furnish a stunning array of metrics on just about anything that happens on or through the platforms they measure. Yet many brands are unsure about their measurement and want to become more confident. They want to know what metrics are available, what is known about them, how to select them, and how to analyze and report them in ways that help them understand the impact of their digital initiatives. The Digital Metrics Field Guide published in association with the American Advertising Research Foundation, does just that. This unique, comprehensive resource was intended for those of us who use metrics and need straightforward, authoritative, non-technical guidance.To produce the book the author reduced a list of about 350 metrics to 197 and backed these up by referring to almost 150 studies, which illustrates the claim that online is the most measurable medium. To make things easier he has organized the information in three ways, Alphabetical, Category, and Marketing Stage- to deal with different tastes and preferences. Stephen Rappaport coined the term Humetrics to describe the big shift from the media industry s ageold preoccupation with measurement to understanding people by gauging and interpreting their digital lives. Because digital measurement captures what people are saying, doing and feeling, metrics become a way to understand people as people living their lives. Measures are no longer impersonal counts or percentages, but insights into human beings. Twelve experts contributed essays to this book on measurement today and how to take it forward in the Humetrics era. Author Biography Stephen Rappaport consults and writes about brand growth through consumer insight, digital strategy and measurement to help people, within brand organizations gain perspective that is valuable for their strategy and execution. Table of Contents ACKNOWLEDGEMENTS 6 FOREWORD 9 INTRODUCTION 10 HOW TO CHOOSE THE RIGHT METRICS 12 Six Questions Brands Should Ask to Select Metrics HOW TO LOCATE METRICS IN THE FIELD GUIDE 13 METRICS LISTED ALPHABETICALLY 14 METRICS LISTED BY CATEGORY 27 METRICS LISTED BY MARKETING STAGE 40 GUIDE TO THE METRICS ENTRIES 54 The 12 Fields in the Metrics Entries SOURCES FOR METRICS DATA 56 DIGITAL METRICS FIELD GUIDE ENTRIES Abandonment Rate (Page)* 60 Abandonment Rate (Shopping Cart)* 61 Actions Rate (Facebook) 62 Actions (Facebook) 63 Active User Rate (Mobile Apps)* 64 Ad Awareness* 65 Ad Impression* 66 Average Order Value* 68 Average Time Spent on Page* 69 Average Time Spent on Site (Session Length)* 70 Bounce--Email* 71 Bounce (Website or Social Network)* 72 Bounce Rate - Email 73 Bounce Rate (Site or Network)* 74 Brand Advocate* 75 Brand Awareness* 77 Brand Lift* 79 Brochure Downloads 80 Browse to Buy Ratio 81 Browser 82 Channel 83 Check-Ins--Page (Facebook) 84 Click 85 Click Stream 86 Click-Through 87 Click-Through Rate (CTR)* 89 Click-Through Rate After Video Exposure 90 Comments* 91 Consumers--Page (Facebook) 92 Consumers--Post (Facebook) 93 Consumptions--Post (Facebook) 94 Conversation Relevant Sites 95 Conversation* 96 Conversion Funnel* 97 Conversion Goal* 98 Conversion Rate* 99 Conversion* 101 Cookie 103 Cost per Action (CPA)* 105 Cost per Click (CPC)* 106 Cost per Lead (CPL)* 107 Cost per Order 108 Cost per Sale (CPS) 109 Cost per Targeted Thousand Impressions (CPTM) 110 Cost per Thousand (CPM) Impressions* 111 Cost per Transaction 112 Cost per Unique Visitor 113 Coupon Downloads 114 Customers* 115 Direct Traffic Visitors 116 Earned Impression* 117 Email Capture Rate 119 Email Click to Open Rate 120 Email Complaint Rate 121 Email Complaints 122 Email Delivered* 123 Email Delivery Rate* 124 Email Forwards* 125 Email Inbox Delivered* 126 Email Inbox Delivered Rate 127 Email Open Rate* 128 Email Opens* 130 Email Sent to Open Ratio* 132 Email Unsubscribe Rate* 133 Engaged Users--Post (Facebook) 134 Engagement--Tweet (Twitter) 135 Engagement--Video 136 Engagement* 137 Entry Page (Top Entry Pages)* 138 Entry Type* 139 Episode Completions 140 Episode Starts 141 Estimated Minutes Watched* 142 Event 143 Event Tracking* 144 Exit Page* 145 Fan (Facebook) 146 First Orders 147 Followers/Subscribers* 148 Form Submissions* 150 Frequency* 151 Friends of Fans (Facebook) 152 Gross Ratings Points (GRP)* 153 Hit 154 In-Unit Click 155 Incoming Links (Backlinks) 156 Influencer* 157 Interactions--In Ad 159 IP Address 161 Key Content Downloads (Coupons, Recipes, Apps, etc.)* 162 Key Performance Indicator (KPI)* 163 Like* 164 Likes--Page (Facebook) 166 Mentions* 168 Mobile App Downloads 169 Mobile Browser Version 170 Mobile Operating System 171 Mouseover 172 Negative Feedback from Users--Post (Facebook) 173 Negative Feedback from Users--Page (Facebook) 174 New App Users* 175 New Likes--Page (Facebook) 176 New Visitor 177 New Visitor (Percent)* 178 Organic Impressions--Posts (Facebook) 179 Organic Reach--Page (Facebook) 180 Organic Reach--Post (Facebook) 181 Page 182 Page (Facebook, LinkedIn) 183 Page Exit Rate 184 Page Load Times* 185 Page Post (Facebook) 186 Page View (Facebook) 187 Page View, Logged-in (Facebook) 188 Page View* 189 Page Views per Visit* 190 Paid Impression--Page (Facebook) 191 Paid Impressions--Post (Facebook) 192 Paid Reach--Page (Facebook) 193 Paid Reach--Post (Facebook) 194 Pay Per Click (PPC) 195 People Engaged--Post (Facebook) 196 People Talking About This--Page (Facebook) 197 People Talking About This--Post (Facebook) 198 Phone Brand 199 Phone Type 200 Pinners 201 Pins 202 Playlist Average Playing Time 203 Playlist Completions 204 Playlist Starts 205 Program Completion Rate 206 Program Completions 207 Program Repeated Completions 208 Program Repeated Starts 209 Program Starts 210 Program Stops 211 Reach* 212 Recipe Downloads 213 Referral Traffic* 214 Repeat Visitors 215 Repinners 216 Repins 217 Return Visitor* 218 Retweets 219 Revenue Over Email Delivered* 220 Reviews (product)* 221 Rich Media Interactive Impressions 222 Screen View 224 Screen Views per Visit 225 Search Traffic 226 Sentiment* 227 Share of Active Days 229 Share of Streams 230 Sharing* 231 Social Click Rate 233 Social Clicks 234 Social Impressions (Facebook) 235 Social Percentage (Facebook) 236 Song Downloads 237 Source 238 Sponsored Story (Facebook) 239 Story (Facebook) 240 Streams per Unique Viewer* 241 Tab Views, Total (Facebook) 242 Target Audience* 243 Target Impressions 244 Time Spent Viewing, Average* 245 Time Spent Viewing, Total 246 Time to Purchase* 247 Top Viewed Pages* 248 Total Impressions--Page (Facebook) 249 Total Impressions--Post (Facebook) 250 Total Reach--Page (Facebook) 251 Total Reach--Post (Facebook) 253 Unduplicated Video Reach 254 Unfollow/Unsubscribe* 255 Unique App Users* 256 Unique Clicks 257 Unique Program Viewers or Listeners 258 Unique Viewers* 259 Unique Visitors (Unique Browsers)* 260 Unlike/Dislike* 262 Unlikes--Page (Facebook) 263 Video--Audience Retention 264 Viewable Impression* 265 Views 267 Views, Videos* 268 Viral Impressions--Page (Facebook) 269 Viral Impressions--Post (Facebook) 270 Viral Reach--Post (Facebook) 271 Viral Reach--Page (Facebook) 272 Virality/Engagement Rate-- Post (Facebook) 273 Visit (Session)* 274 Visits--Buy Now Section 276 Visits--Customer Service/Support Section 277 Visits--Store Locator Section 278 VIEWPOINTS ON MEASUREMENT: THE PRESENT AND ITS FUTURES 280 Viewpoints 1: Perspectives and Practices in Todays Measurement Landscape 280 Viewpoints 2: A More Social Measurement Future 281 VIEWPOINTS 1: PERSPECTIVES AND PRACTICES IN TODAYS MEASUREMENT LANDSCAPE 283 The Case for Holistic Measurement 284 Putting Big Data and Big Data Metrics in Perspective 285 Finding the Right Digital Metrics for Brand Marketing 286 Measuring the Delivery and Effectiveness of Digital Media Plans 288 VIEWPOINTS 2: A MORE SOCIAL MEASUREMENT FUTURE 290 No Currency Needed 292 The Importance of Why Advertising Works: Measurements Missing Link 294 If Content Is King, Context Is the Power Behind the Throne 296 The Need to Measure Impact 298 Marketing Through Fans, Not to Them 300 Remarkable Implications: The Correlation Between Online Advocacy and Offline Sales 302 Why Measurement Needs to Change and How It Should Change 304 The Evolution and Use of Digital Metrics: A Social Value and Impact Perspective 305 SUMMING UP: WHAT WE HAVE LEARNED FROM 197 METRICS, 150 STUDIES, AND 12 ESSAYS 308 APPENDIX I 314 Authorities for Metrics Definitions APPENDIX II 315 Research References Review The Internet is undoubtedly the medium with the most measures. And that can create a lot of confusion. So, its a huge relief to finally see accurate definitions of the most important digital metrics. Nicely done!--Gian Fulgoni, Co-founder and Executive Chairman, comScore Once again, Stephen Rappaport and the ARF demonstrate incredible vision and leadership with this groundbreaking book. As digital media grows exponentially, so too does the importance of metrics. The Field Guide provides actionable information for the application of key metrics. Im thoroughly impressed with the content and grateful to have this book as part of our agencys toolkit.--Jeff Rosenblum, Founding Partner of Questus and Director of The Naked Brand documentary For the first time in turbulent history of digital, Rappaport catalogued all industrys advertising and marketing metrics. This compendium is an absolute must for any practitioner striving to make sense of complex media ecosystem - and prefers flying by instruments to flying blind.--Yaakov Kimelfeld, Chief Research Officer, Kantar Digital "I wish I had the Digital Metrics Field Guide when I started working in ad technology. It breaks down what each metric means in language clear enough for a newcomer, but comprehensive in a way that makes it useful for people who are familiar with the space. I especially like how it organizes metrics in ways that are meaningful - by category, by channel, by marketing funnel stage and by paid, owned or earned."--Joshua Berg, Knowledge Manager, LiveRail "The Field Guide whips the curtain away from the wizard. Rappaport cuts to the heart of questions as fundamental as "which metrics should I use, and why?"--not just by revealing what the metric means but HOW that metric was developed. The book clarifies terminology and provides insightful commentary on measurement in debate. Understanding available metrics, best practices, and whether or how a particular metric impacts your business is crucial. This guide should be mandatory reading for everyone immersed in brand building--researchers, marketers, sales people...agencies, brand, and the media companies delivering brand messages."--Susan Hogan, VP Digital Research, Viacom Media Networks "Too often we forget that there are humans on either side of every metric. The Field Guide will be a great tool to help marketers and advertisers use the most appropriate metrics to inform their decisions."--Neil Glassman, Chief Marketing Strategist, WhizBangPowWow "The Guide is crucial and timely reading for anyone who wants to establish transparent, actionable metrics for digital media. The Digital Metrics Field Guide provides a key tool for my company to align our understanding of human engagement with that of our customers and partners, transforming the way we quantify success. A more effective understanding of this books concept of "humetrics" will undoubtedly provide a more effective digital media experience for people.--Sophie Lebrecht, Founder and CEO, NEON "An indispensable guide for researchers of metrics that capture how digital marketing impacts everyday consumer experience."John Wittenbraker, Global Director of Innovation, Brand & Customer Experience, GfK. "First of all - I want an app with this on it that I can keep open at all times! Its amazing. This guide belongs on the right hand of anyone working in digital or social media today. It is to digital and social media what the Oxford English Dictionary is to college students and Scrabble players. It is the ultimate reference guide and will, I hope shorten thousands of arguments about which metric is the right one for the job."--Katie Paine, Senior Measurement Consultant, Paine Publishing, author Measure What Mattes Review Quote "The Internet is undoubtedly the medium with the most measures. And that can create a lot of confusion. So, its a huge relief to finally see accurate definitions of the most important digital metrics. Nicely done!" --Gian Fulgoni, Co-founder and Executive Chairman, comScore "Once again, Stephen Rappaport and the ARF demonstrate incredible vision and leadership with this groundbreaking book. As digital media grows exponentially, so too does the importance of metrics. The Field Guide provides actionable information for the application of key metrics. Im thoroughly impressed with the content and grateful to have this book as part of our agencys toolkit." --Jeff Rosenblum, Founding Partner of Questus and Director of The Naked Brand documentary "For the first time in turbulent history of digital, Rappaport catalogued all industrys advertising and marketing metrics. This compendium is an absolute must for any practitioner striving to make sense of complex media ecosystem - and prefers flying by instruments to flying blind." --Yaakov Kimelfeld, Chief Research Officer, Kantar Digital "I wish I had the Digital Metrics Field Guide when I started working in ad technology. It breaks down what each metric means in language clear enough for a newcomer, but comprehensive in a way that makes it useful for people who are familiar with the space. I especially like how it organizes metrics in ways that are meaningful - by category, by channel, by marketing funnel stage and by paid, owned or earned." --Joshua Berg, Knowledge Manager, LiveRail "The Field Guide whips the curtain away from the wizard. Rappaport cuts to the heart of questions as fundamental as "which metrics should I use, and why?"--not just by revealing what the metric means but HOW that metric was developed. The book clarifies terminology and provides insightful commentary on measurement in debate. Understanding available metrics, best practices, and whether or how a particular metric impacts your business is crucial. This guide should be mandatory reading for everyone immersed in brand building--researchers, marketers, sales people...agencies, brand, and the media companies delivering brand messages." --Susan Hogan, VP Digital Research, Viacom Media Networks "Too often we forget that there are humans on either side of every metric. The Field Guide will be a great tool to help marketers and advertisers use the most appropriate metrics to inform their decisions." --Neil Glassman, Chief Marketing Strategist, WhizBangPowWow "The Guide is crucial and timely reading for anyone who wants to establish transparent, actionable metrics for digital media. The Digital Metrics Field Guide provides a key tool for my company to align our understanding of human engagement with that of our customers and partners, transforming the way we quantify success. A more effective understanding of this books concept of "humetrics" will undoubtedly provide a more effective digital media experience for people. --Sophie Lebrecht, Founder and CEO, NEON "An indispensable guide for researchers of metrics that capture how digital marketing impacts everyday consumer experience." John Wittenbraker, Global Director of Innovation, Brand & Customer Experience, GfK. "First of all - I want an app with this on it that I can keep open at all times! Its amazing. This guide belongs on the right hand of anyone working in digital or social media today. It is to digital and social media what the Oxford English Dictionary is to college students and Scrabble players. It is the ultimate reference guide and will, I hope shorten thousands of arguments about which metric is the right one for the job." --Katie Paine, Senior Measurement Consultant, Paine Publishing, author Measure What Mattes Competing Titles Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World Chuck Hermann 9780789750303 Que Biz-Tech 2013 How to Measure Digital Marketing: Metrics for Assessing Impact and Designing Succes Laurent Flores 9781137340689 Palgrave Macmillan 2014 Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity Avinash Kaushik 9780470529393 Sybex Description for Sales People This unique, comprehensive resource was intended for those of us who use metrics and need straightforward, authoritative, non-technical guidance. The Field Guide explains: * six questions to ask for choosing the right metrics * how not to make the mistake of optimizing to platform metrics and how to optimize to brand objectives * 197 of the generally available metrics Every metric entry includes: * answers a question the metric addresses * defines and calculates the metric, and provides examples along with any technical notes * identifies the sources used as authorities for the definition * relates to other entries through cross-references Details ISBN906369377X Author Stephen D. Rappaport Year 2015 ISBN-10 906369377X ISBN-13 9789063693770 Format Paperback Imprint BIS Publishers B.V. Place of Publication Amsterdam Country of Publication Netherlands Birth 1952 DEWEY 658.872028546 Short Title DIGITAL METRICS FIELD GD Language English Media Book Pages 320 Publication Date 2015-02-23 Subtitle The Definitive Reference for Brands Using the Web, Social Media, Mobile Media, or Email UK Release Date 2015-02-23 Publisher BIS Publishers B.V. Audience General NZ Release Date 2015-04-30 AU Release Date 2015-04-30 We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:132566648;

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