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:
Digital Metrics Field Guide now available for pre-order is SHIPPING NOW from Amazon, Barnes & 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.
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.
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: The Definitive Reference for Brands using the Web, Social Media, Mobile Media, or Email, written by Stephen D. Rappaport , with the support of the Advertising Research Foundation, and published by BIS Publishers does just that. This unique, comprehensive resource was intended for those of us who use metrics and need straightforward, authoritative, non-technical guidance.
The Digital Metrics 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 in The Digital Metrics Field Guide 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
Every entry provides context, making the Digital Metrics Field Guide even more valuable to practitioners:
Field Notes, labeled as “ARF Comments,” review relevant research about a metric. Notes typically summarize 2-5 studies and explain the strengths, limitations and issues surrounding each metric. The research sometimes challenges or debunks the conventional wisdom around a metric, which helps readers avoid unproductive strategies and costly mistakes. All research is properly cited with links provided.
Metrics organized in three different ways for rapid access:
Alphabetical: when you know the name
Category: locate metrics related to interest areas such as: audience/traffic, advertising effectiveness; engagement; amplification/endorsement or e-commerce.
Marketing Stage: the Field Guide utilizes a nurturing model that is appropriate to digital-Capture, Connect, Close and Keep, and assigns metrics to each.
Metrics assigned to media types and channels
Paid, owned or earned: Metrics are assigned to one or more of these media types
Web, social, mobile or email: Metrics are assigned to one or more of these channels.
The Digital Metrics Field Guide offers perspective:
The emergence of humetrics: 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.
Trends and directions in measurement: Twelve experts contributed essays on measurement today and how to take it forward in the humetrics era.
Stephen is a sought after keynote speaker, panel moderator, business school lecturer, and workshop leader for such organizations and brands as: the Advertising Research Foundation Conferences, World Federation of Advertisers, Japan Advertising Association, Canadian Marketing Association, Marketing Accounting Standards Board, Institute for Public Relations; Travel and Tourism Research Association, American Association of Wine Economists, The Wharton School, Columbia Business School, New York University, Johnson & Johnson, Capital One, Ford Motor Company and many other brands. Click here to contact Stephen regarding your talk or workshop.
I was surprised and flattered that my article for Association Advisor titled “Turn Your Social Media Goals Upside Down” was listed in a roundup of the top 30 articles of 2014 by Hank Berkowitz. Essentially the article makes the case for creating and harnessing advocacy among association members to energize and vitalize an association, instead of only treating social media as a top-down, ho hum, communications channel. The article is supported by quotes and a case study from the Field Guide.
Travel providers lure social media stars with special perks, discounts, and freebies nowadays. Check-ins on Foursquare or Facebook, tweets, retweets, and Instagram posts are traded as currency in exchange for loyalty points or discounted rates. In most cases, the more followers you have, the larger your reward. But even an everyday traveler with a less-than-impressive fan base can leverage tweets and likes to save money on travel.
If you’re interested Marriott, Kimpton, and Starwood have established programs, and several airlines offer promotions at one time or another. Read the article here for the details. There’s a lot of action with Instagram, as the NY Times reports.
Treating social media endorsements as currency for rewards is a promotional tactic not very different, in principle, from other reward schemes. However, these programs have the potential to skew what influencers say about a brand and the perception they are fostering of that brand.
Marketing benefits aside, this poses problems from the analytical perspective when we need to distinguish between commercial voices and authentic voices, which we need to do in listening research and in digital metrics. In listening, for example, we would have difficulty evaluating the importance of topics and sentiment – we wouldn’t confidently know which were raised by “stars” benefitting from a special rewards program and which were voiced by the ordinary traveler. On the metrics side, there are implications for earned media trends and analysis.
We can address these and related issues by encouraging the stars to take the lead and voluntarily disclose their participation in these influence for rewards programs. This will let their readers know if they are materially benefiting from the programs or not, which they can then take that into account as they see fit. At the same time, that notification will allow analysts to tag conversations as commercially-influenced or not, and analyze them appropriately.
I’ve been revising the Field Guide to prepare the manuscript for publication by BIS Publishers. Many changes since the book was printed by ARF, notably a new release of Facebook’s Graph API, advertising on Pinterest, etc. Manuscript gets submitted in a couple of weeks, with books in stores and online sometime in January.
While working on updates I am heartened to see that Facebook is shifting focus from merely counting interactions capturing click happiness to reporting actions that are more specifically relevant to advertisers, such as in its People Engaged and Engagement Rate metrics.
Gun Johnson’s essay in The Digital Metrics Field Guide, pointed out the need to identify the effects of paid, owned and earned media individually and how they interact. New research from Marketing Science Institute (MSI) does just that, making important contributions to our understanding and valuable recommendations for strategy. It complements research reported in the Field Guide, especially regarding earned media.
The research looked at two types of goods, what economists call “search goods” and “experience goods.” A search good is easily evaluated before purchase. An experience good is a product or service that is hard to judge in advance, but is evaluated more easily after it is consumed or used. And they looked at familiar and unfamiliar brands within each type.