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?
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.
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.