Lessons Learned from 197 Metrics, 150 Studies, and 12 Essays A Field Guide to Digital Metrics

摘要

Editor's Note: As the Advertising Research Foundation (ARF) prepares to come off press with The Digital Metrics Field Guide-The Definitive Reference for Brands Using the Web, Social Media, Mobile Media, or Email, the Journal asked author Stephen D. Rappaport for a taste of the new work. And he replied, "Looking across the 197 metrics that made it into the Field Guide, the 30-plus authoritative metrics sources consulted, the nearly 150 research studies and reports cited, and the 12 essays contributed by recognized industry experts, the natural question is: 'What did we learn that helps practitioners and their brands use metrics wisely?'"Rappaport's answer: "Quite a lot."More specifically, "Some learning centered on practices. Other learning shed light on our industry's mental models toward what we measure and why. Still more learning provided views on measurement futures. Hopefully, the discussions, debates, and actions taken based on these lessons will enable all brands to maximize their use of metrics and through them achieve higher levels of brand performance."In this excerpt, we begin with six lessons from Rappaport's extensive exploration and follow up those insights with a series of four essays from thought leaders who live, think, and prosper at the most advanced edges of the digital-marketing ecosystem.