I’ve put together a short 20 minute video that’s a companion piece to Measuring the Digital World. It’s a guided tour through the core principles of digital analytics and a really nice introduction to the book and the field:
Measuring the Digital World : Introduction
An Introduction to Digital Analytics
The video introduces the unique challenges of measuring the digital world. It’s a world where none of our traditional measurement categories and concepts apply. And it doesn’t help that our tools mostly point us in the wrong direction – introducing measurement categories that are unhelpful or misleading. To measure the digital world, we need to understand customer experiences not Websites. That isn’t easy when all you know is what web pages people looked at!
But it’s precisely that leap – from consumption to intent – that underlies all digital measurement. The video borrows an example from the book (Conan the Librarian) to show how this works and why it can be powerful. This leads directly to the concepts of 2-Tiered segmentation that are central to MTDW and are the foundation of good digital measurement.
Of course, it’s not that easy. Not only is making the inference from consumption to intent hard, it’s constantly undermined by the nature of digital properties. Their limited real-estate and strong structural elements – designed to force visitors in particular directions – make it risky to assume that people viewed what they were most interested in.
This essential contradiction between the two most fundamental principles of digital analytics is what makes our discipline so hard and (also) so interesting.
Finally, the video introduces the big data story and the ways that digital data – and making the leap from consumption to intent – challenges many of our traditional IT paradigms (not to mention our supposedly purpose-built digital analytics toolkit).
Give it a look. Even if you’re an experience practitioner I think you’ll find parts of it illuminating. And if you’re new to the field or a consumer of digital reporting and analytics, I don’t think you could spend a more productive 20 minutes.
Afterward (when you want to order the book), here’s the link to it on Amazon!