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Measuring the Digital World: Using Digital Analytics to Drive Better Digital Experiences (FT Press Analytics)
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About the Author
Gary Angel currently leads Ernest & Young’s (EY) Digital Analytics Practice. EY acquired Gary’s previous company, Semphonic, in 2013. As President and co-founder, Gary led Semphonic’s growth from a two-person consultancy to one of the leading digital analytics practices in the Unites States. Voted the most Influential Industry Contributor by the Digital Analytics Association, Gary writes an influential blog (http://semphonic.blogs.com/semangel), has published numerous whitepapers on advanced digital analytics practice, and is a frequent speaker at industry events. Over the last two decades, he’s helped create and advance the state-of-the-art in digital measurement.
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Product details
Series: FT Press Analytics
Hardcover: 272 pages
Publisher: Pearson FT Press; 1 edition (December 19, 2015)
Language: English
ISBN-10: 0134195086
ISBN-13: 978-0134195087
Product Dimensions:
6 x 1.1 x 9 inches
Shipping Weight: 1.6 pounds
Average Customer Review:
5.0 out of 5 stars
5 customer reviews
Amazon Best Sellers Rank:
#1,653,131 in Books (See Top 100 in Books)
Really glad Gary Angel wrote this book (been hoping he'd write for a while) as a fan and follower of his writing for some time.Let me say a few words about this wonderful work of his - its more a book for an advanced analytics practitioner than a beginner (though a beginner will benefit from reading at least the first few chapters) the author has been careful to stay away from being vendor specific, a wise decision that will keep the book current for years to come. The first few chapters explain why digital is so hard to measure (because we're really measuring people) and distills much of the content of what he has been writing about at SEMANGEL (his blog) for the last 10 years or so.When I got past Chapter 4, I began to realize the book was really for a data architect/analyst who will combine segmentation, data wrangling and master data management together; the descriptions of fairly intricate processes one goes through while working with digital and omnichannel data were very precise (though it would be difficult to relate to outside that use case and job function) and I was able to relate to most of it but would probably need to be doing those tasks on a regular basis as my primary job function to fully grasp everything the author is talking about in the later chapters.The other thing that I found interesting and different about this book is that it was written entirely in the first person voice, as a practitioner sharing what he has found to be true based on the all the analytics implementations done over close to 20 years - all which is very valuable. Its also validating that its possible to write a technical book without citations. I will try to integrate much of the analytics advice in this book with my Web Analytics classes in the future.I highly recommend this book to all analytics readers because it provides a viable framework from which to understand both the digital and omnichannel world.
There are many books about web analytics, but this is unique: it explains a unique way of reasoning to find the best analytics by using a framework that helps you understand better how to track the customers and their actions.
Truely amazing read. Gary raised the bar with this one and set the standard for what a book about digital analytics should be.
This is a masterpiece that uses very simple words and stories to convey a much more accurate and useful approach to measuring and optimizing the digital world than has previously been available. Reminds me of how the greatest scientists can make sophisticated concepts accessible to everyone by putting them into plain language. That's exactly what Gary Angel is doing with this work.The book effortlessly takes the bottom out of questionable blanket statements that have been a common refrain among analysts and pundits for years such as: "Just identify your key performance indicators (KPIs) and measure against them and you'll be fine". Not so, as the author reveals with effective examples..Drawing on the author's decade + of consulting work with enterprises across many verticals, the book includes practical samples of tried and proven segmentation approaches. It also builds on and updates the author's earlier methods such as functionalism. So even for readers who may be familiar with bits and pieces of the author's methods, this book puts them into a greater whole and improves upon them.It's not every day that you get to learn the details of how a successful consultancy helps its customers get value from analytics. This book should be much higher priced given how much practical value it provides. A must have for every digital analyst and those who are responsible for driving outcomes through digital channels.
Measuring the Digital World nails it -- It provides an easy to grasp framework for jump-starting or building our your team's analytics capabilities. It is a playbook and a bible at the same time. I especially like his concept of the Two - Tier Segmentation approach (focusing on the Who and What they are trying to achieve first) and then laying on his Functionalism approach which basically turns analytics on its head and asks the simple question "What is that page trying to achieve?" Is it a router page with the goal of taking the user to a specific page or just an information page? This is a must read -- and should be kept near your desk so if you need to look smart to your boss, your teacher, your co-worker, you can just pick it up and read a chapter or two. "Thank god there's an angel in the digital world!"Check out the author's website: [...] or his short videos @ [...]
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