The Digital Metrics Field Guide

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. 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 published in association with the American Advertising Research Foundation, does just that. This unique, comprehensive resource was intended for those of us who use metrics and need straightforward, authoritative, non-technical guidance.

To produce the book the author reduced a list of about 350 metrics to 197 and backed these up by referring to almost 150 studies, which illustrates the claim that online is the most measurable medium. To make things easier he has organized the information in three ways, Alphabetical, Category, and Marketing Stage- to deal with different tastes and preferences. Stephen Rappaport coined the term Humetrics to describe the big shift from the media industry s ageold preoccupation with measurement to understanding people by gauging and interpreting their digital lives. 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. Twelve experts contributed essays to this book on measurement today and how to take it forward in the Humetrics era.

“"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”

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

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.

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