Measuring the Digital World: Using Digital Analytics to Drive Better Digital Experiences (FT Press Analytics)

Humans intuitively understand the physical world. But, these days, we spend much of our time in a new digital world, with radically different rules, forms of information, and frames of reference. How do we measure that world, in order to create far richer and more compelling digital experiences? Gary Angel, leader of Ernst & Young's pioneering Digital Analytics practice, has spent 17 years answering that question. Now, in Measuring the Digital World, he presents a comprehensive framework and methodology that reflects his profound understanding of what makes digital environments unique.

Angel explains why simplistic efforts to understand the digital world have failed, and guides you towards comprehending digital behavior at a far deeper level. Step by step, he shows how to transform "raw facts” about digital behavior into meaningful knowledge about who each visitor is, what she was trying to accomplish, how successful you were in helping her, how you can personalize and optimize her digital experience from now on, and how you can use measurement to provide deep personalization at scale.

You'll find specific guidance on understanding visitor intent; creating customer taxonomies, structuring websites, and much more. Angel shows how to integrate Voice of Customer research, behavioral analysis, and controlled experiments to investigate and understand the drivers of choice more rapidly and effectively than ever before. You'll learn how to accurately measure the value of your digital interactions, identify the digital behaviors in each visit type that meaningfully predict future success, get beyond "golden path” analysis that doesn't work, and create a comprehensive measurement paradigm that operates across all your digital spaces.

More rigorous, integrated, and usable than any competitive book, Measuring the Digital World will help you create, deliver, and consume digital information with unprecedented sophistication.