Stephen Rappaport consults and writes about brand growth through consumer insight, digital strategy and measurement to help people, within brand organizations gain perspective that is valuable for their strategy and execution.
The Internet is undoubtedly the medium with the most measures. And
that can create a lot of confusion. So, it's a huge relief to
finally see accurate definitions of the most important digital
metrics. Nicely done!
--Gian Fulgoni, Co-founder and Executive Chairman, comScore Once
again, Stephen Rappaport and the ARF demonstrate incredible vision
and leadership with this groundbreaking book. As digital media
grows exponentially, so too does the importance of metrics. The
Field Guide provides actionable information for the application of
key metrics. I'm thoroughly impressed with the content and grateful
to have this book as part of our agency's toolkit.
--Jeff Rosenblum, Founding Partner of Questus and Director of The
Naked Brand documentary For the first time in turbulent history of
digital, Rappaport catalogued all industry's advertising and
marketing metrics. This compendium is an absolute must for any
practitioner striving to make sense of complex media ecosystem -
and prefers flying by instruments to flying blind.
--Yaakov Kimelfeld, Chief Research Officer, Kantar Digital "I wish
I had the Digital Metrics Field Guide when I started working in ad
technology. It breaks down what each metric means in language clear
enough for a newcomer, but comprehensive in a way that makes it
useful for people who are familiar with the space. I especially
like how it organizes metrics in ways that are meaningful - by
category, by channel, by marketing funnel stage and by paid, owned
or earned."
--Joshua Berg, Knowledge Manager, LiveRail "The Field Guide whips
the curtain away from the wizard. Rappaport cuts to the heart of
questions as fundamental as "which metrics should I use, and
why?"--not just by revealing what the metric means but HOW that
metric was developed. The book clarifies terminology and provides
insightful commentary on measurement in debate. Understanding
available metrics, best practices, and whether or how a particular
metric impacts your business is crucial. This guide should be
mandatory reading for everyone immersed in brand
building--researchers, marketers, sales people...agencies, brand,
and the media companies delivering brand messages."
--Susan Hogan, VP Digital Research, Viacom Media Networks "Too
often we forget that there are humans on either side of every
metric. The Field Guide will be a great tool to help marketers and
advertisers use the most appropriate metrics to inform their
decisions."
--Neil Glassman, Chief Marketing Strategist, WhizBangPowWow "The
Guide is crucial and timely reading for anyone who wants to
establish transparent, actionable metrics for digital media. The
Digital Metrics Field Guide provides a key tool for my company to
align our understanding of human engagement with that of our
customers and partners, transforming the way we quantify success. A
more effective understanding of this books concept of "humetrics"
will undoubtedly provide a more effective digital media experience
for people.
--Sophie Lebrecht, Founder and CEO, NEON "An indispensable guide
for researchers of metrics that capture how digital marketing
impacts everyday consumer experience."
John Wittenbraker, Global Director of Innovation, Brand & Customer
Experience, GfK. "First of all - I want an app with this on it that
I can keep open at all times! It's amazing. This guide belongs on
the right hand of anyone working in digital or social media today.
It is to digital and social media what the Oxford English
Dictionary is to college students and Scrabble players. It is the
ultimate reference guide and will, I hope shorten thousands of
arguments about which metric is the right one for the job."
--Katie Paine, Senior Measurement Consultant, Paine Publishing,
author Measure What Mattes
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