The Digital Metrics Field Guide – Exhibiting at ARF Re:Think March 16 an 17

rethink-4-1060x7951I’m exhibiting at ARF Re:Think 2015: Where Leaders Ignite Growth at the Hilton Hotel on Avenue of the Americas on March 16 and March 17. I’ll have a table opposite registration and look forward to seeing you there.

Many really interesting companies will also be exhibiting and are worth checking out.

The Field Guide ships on April 14. Pre-order your copy at Amazon, Barnes & Noble, and the finest booksellers in the US and around the world.

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.

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.


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.


Digital Metrics Field Guide – Book Description

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

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.

It is available for pre-order from AmazonBarnes & Noble, and independent booksellers in the US and around the world.

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.

Ordering Information

Pre-order your copy of The Digital Metrics Field Guide today from AmazonBarnes & Noble, and independent booksellers in the US and around the world.

Speaking and Workshops

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.