Measuring the Digital World

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