Measuring the Digital World provides a comprehensive approach to digital analytics. It’s a fundamental re-thinking of digital analytics – not as a grab-bag of reports, metrics and tricks but as a unique discipline. Written by one of the leading digital measurement experts in the world and one of the creators of the field, it blends experience and theory to show how the particular challenges of measuring digital experiences demand new approaches and techniques. Measuring the Digital World takes the reader step-by-step through the challenges of behavioral analysis, the problems of anonymity and intent, the snares of self-selection and site structure. Each challenge, in turn, helps illuminate a new and deeper part of the framework. From Two-Tiered segmentation to topologies to mixing your own experiments, you’ll learn how to measure the digital world in ways that illuminate who your users are, what they are trying to accomplish, and how you can make their experiences better.
About the Author: Widely considered one of the leading digital measurement experts in the world, Gary Angel currently heads the Digital Analytics Center of Excellence for Ernest & Young (EY). EY acquired Gary’s previous company – Semphonic – in March of 2013. As Semphonic’s President and co-Founder, Gary led Semphonic’s growth over a 15 year period from a 2-person practice to the one of the leading digital analytics practices in the United States. Voted the most Influential Industry Contributor by the Digital Analytics Association in 2012, Gary blogs regularly, has published numerous whitepapers on advanced digital analytics practice and is a frequent speaker at industry events.