Field Guide Fridays: Starts Today!

The Digital Metrics Field Guide: Announcing Field Guide Fridays
Digital Metrics Field Guide by Stephen D. Rappaport

Announcing Field Guide Fridays – a companion site for The Digital Metrics Field Guide providing updates, links, points of view, debates, practices, tutorials, and interviews. The book is available for pre-order.

Field Guide Fridays address marketing, media, and advertising practitioners. People who use metrics and measurement in support of their brand-building work, but who are not uber-analysts or statisticians. Experts will find Field Guide Fridays a helpful supplemental source for the technically minded.

Expect selectivity. Plenty of sites cover the torrent of metrics news and company announcements,  many exceptionally.  I’ll stay with my strengths: synthesis, sense-making, strategy, practicality, and simplicity. My first topical post appears next week, and every two weeks afterwards to start.

Naturally I want this series to reflect your interests, concerns, questions, and to offer what you’d like to see: contact me with your ideas and suggestions whenever you like. With your input Field Guide Fridays should become a valuable resource that helps you and your brands use metrics in ways that contribute to their growth and yours.

One last thing. Consider putting the blog on autopilot for the ultimate convenience in receiving Field Guide Fridays. There’s a subscribe box at the top right. Your email won’t be sold or shared with third-parties, it will only be used to communicate with you.

Consumer Mindsets Tuesdays Starts Today

Consumer Mindsets Tuesdays. News of mind genomics and cognitive economics.
Consumer MIndsets Tuesdays

Consumer Mindsets Tuesdays starts today.

Consumer Mindsets Tuesdays shares original research on the mindsets consumers hold towards products, services, or experiences, ranging from airlines to wine. DId you know that three different mindsets towards red wine exist, each which very different views on what interests them? I’ll show that next week.

The mindset research uses the science of Mind Genomics – that’s why a genome is the logo, and its specialization Cognitive Economics. These approaches will be explained over time.

If you’d like to learn about Mind Genomics and Cognitive Economics now, head over to our library of over 20 books, peer-review publications, and presentations. It is available to you, 24×7, for free. It’s all in a Dropbox you can access and download from.

The Digital Metrics Field Guide – Unboxed

The Digital Metrics Field Guide - just out of the box
The Digital Metrics Field Guide – just out of the box

The Digital Metrics Field Guide arrived from the printer this past Saturday. It traveled all the way from the Netherlands.

I finally unboxed it today, having opted to let it sit and tempt me to open it. I don’t know why, but that’s what I did. Normally I tear the package open when a new book arrives. The picture at left shows The Digital Metrics Field Guide emerging from its shipping carton. There’s always a moment of truth when getting the first copy, anxiously holding it in my hands, feeling its heft, taking pleasure that the book is real, and then feeling the nervous anticipation that comes from knowing the book is poised to make its way in the world.

Every book makes its own way. Like a child you create it and nurture it and then let it go. While we have some idea of how it will mature once set free, the book’s journey — and yours — depends on what readers make of it. Putting out a new book is exciting, a little anxiety-producing, and possibly life-changing in some small or grand way. That’s the fun — where will it take you?

Boxes of The Digital Metrics Field Guide are steaming across the Atlantic Ocean to warehouses in America and should be available soon. Meanwhile you can pre-order from Amazon, Barnes&Noble, and independent booksellers in the US and around the world. You can order it from your local bookshop, too.

My greatest satisfaction comes when readers say that they found my book illuminating, educational, helpful, thought-provoking, or worth giving to others. If you pick up a copy of The Digital Metrics Field Guide, I hope it is that way for you.

The Digital Metrics Field Guide: Where to buy

Digital Metrics Field Guide by Stephen D. Rappaport
Digital Metrics Field Guide by Stephen D. Rappaport

The Digital Metrics Field Guide is widely available from various Amazons and Barnes & Noble online, to a raft of independent booksellers who trade online and have physical locations. A number of them offer discounts and low-cost or free shipping.

The shops linked to below appeared through a web search. Any local bookseller can order The Digital Metrics Field Guide for you.


Here is the publisher’s information for The Digital Metrics FIeld Guide:

  • Paperback: 320 pages
  • Publisher: BIS Publishers (April 14, 2015)
  • Language: English
  • ISBN-10: 906369377X
  • ISBN-13: 978-9063693770


US, Canada, UK, Germany, India, Japan, China 

Barnes & Noble

Barnes & Noble

US Booksellers

St. Marks Bookshop (NY CIty)
Books Inc. (Bay Area, CA)
Page after Page (North Carolina)
Rediscovered Books (Washington State)
The Bookworm (Edwards, Colorado)

International Booksellers


Armchair Books


Book Depository (UK, free worldwide delivery)
Waterstones (UK, Ireland, Belgium, Amsterdam)
AdLibris (Norway)
Bestzeller (Germany)
Boekhandel Heijink (Netherlands) (Sweden) (France)

McGrudy’s (Dubai)
Pandora (Turkey)

Australia, New Zealand, Indonesia

Better Read than Dead (Australia)
Bookworld (Australia)
Booktopia (Australia)
Fishpond (Australia)
Readings (Australia)
Mighty Ape (New Zealand)
Bookoopedia (Indonesia)

 Asia (Taiwan)
Sanmin (Taiwan)
Kinokuniya (Japan)



Latest Books and Resources

New coverDigital Metrics Field Guide now available for pre-order is SHIPPING NOW from AmazonBarnes & Noble, and Independent Booksellers in the US and around the world
The Digital Metrics Field Guide is the definitive reference for brands of all sizes who use the Web, social media, mobile, or email for marketing, advertising and consumer engagement. It is written for the marketing, media or advertising business person whose job requires selecting, understanding and acting on the performance of their digital communications. Read more about the Field Guide …


Interested in learning about Mind Genomics and Cognitive Economics? Howard Moskowitz and I are sharing our Dropbox stuffed with books (over 20), peer reviewed articles, original research, and presentations for free and without any obligation. Access the Mind Genomics Dropbox.


Free Access to Mind Genomics and Cognitive Economics Library

Mind Genomics and cognitive economics explained. Howard Moskowitz created a psychological science called Mind Genomics. Jointly we are developing a specialization within Mind Genomics called Cognitive Economics. We are giving you open access to our library of books, peer-reviewed studies, original research, and presentations without cost or obligation. It only takes a click on the preceding link. Why? This work has created billion dollar brands, and we would like it to benefit you, your brands, and bring happiness to your prospects and customers. Watch Malcolm Gladwell’s very popular TED Talk for a quick primer on Mind Genomics, Howard’s invention of chunky tomato sauce for Prego, and bringing happiness to people through a plate of spaghetti.

Marketers and advertisers use Mind Genomics and Cognitive Economics to:

  • Understand consumers’ mindsets towards a product category, brand, or experience.
  • Discover which messages, and which combinations of messages, drive interest up or down, and by how much … and compare them across mindsets.
  • Compute the dollar value of each message or mixture, to uncover the trade-offs that people make. A message that raises interest may not increase the perception of value.
  • Create or modify products to meet consumer needs and interests, and advertising or communications that are proven to increases sales.

I will be writing about our work weekly from here on out, probably on Tuesdays. Please feel free to get in touch with me anytime about this work, via email or by filling out the contact form.
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The library  is a treasure trove. Enjoy it!

Digital Metrics Field Guide Announced in BIS Publishers Spring Catalog. Pre-order Available.

BIS Publisher Rudolf van Wenzel sent me a link to their Spring 2015 catalog. It’s a very handsome electronic one that showcases their extraordinary list of business, design, and architecture books. The Field Guide is listed under “new titles.”

More good news. The published books are available for pre-order, at an introductory price, on Amazon Barnes & Noble, and independent booksellers in the US and around the world. BIS told me that they are being shipped shortly to the warehouses and should likely be available in March.  When BIS knows exactly, they will revise the publication date, and I will share that with you.


“How do you know a person?” Ideas from Outside: Canadian Marketing Association

Ideas from OutsideHoward Moskowitz and I are being interviewed by Mitch Joel on stage at “Ideas from Outside,” a one-day event put on by the Canadian Marketing Association on January 20. The conference focuses on identifying and working with innovative ideas from fields other than marketing, media, and advertising. For those of you who know me, this is near heaven.

Our session topic: how to know a person through mind genomics and cognitive economics and use that to communicate more effectively.