Search results for ""author stephen d. rappaport""

The Digital Metrics Field Guide is the definitive reference for brands of any size that advertise, market or engage with their customers and prospects through email, the Web, mobile or social. Every brand gets performance reports through their providers, which furnish a stunning array of metrics on just about anything that happens on or through the platforms they measure. Yet many brands are unsure about their measurement and want to become more confident. They want to know what metrics are available, what is known about them, how to select them, and how to analyze and report them in ways that help them understand the impact of their digital initiatives. The Digital Metrics Field Guide published in association with the American Advertising Research Foundation, does just that. This unique, comprehensive resource was intended for those of us who use metrics and need straightforward, authoritative, non-technical guidance. To produce the book the author reduced a list of about 350 metrics to 197 and backed these up by referring to almost 150 studies, which illustrates the claim that online is the most measurable medium. To make things easier he has organized the information in three ways, Alphabetical, Category, and Marketing Stage- to deal with different tastes and preferences. Stephen Rappaport coined the term Humetrics to describe the big shift from the media industry’s ageold preoccupation with measurement to understanding people by gauging and interpreting their digital lives. Because digital measurement captures what people are saying, doing and feeling, metrics become a way to understand people as people living their lives. Measures are no longer impersonal counts or percentages, but insights into human beings. Twelve experts contributed essays to this book on measurement today and how to take it forward in the Humetrics era.

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Praise for The Online Advertising Playbook "Finally, someone has documented all we know about online advertising and how to do it right. As much as this confirms that online advertising really works, we know that marketers don't always get it right. The ARF's The Online Advertising Playbook provides critical insight on what sticks and what doesn't in online advertising and marketing." —Greg Stuart, CEO and President, Interactive Advertising Bureau and coauthor of What Sticks "The Online Advertising Playbook's principles, case studies, and strategic insights equip marketers with the best knowledge available. It will help your online advertising achieve the full range of marketing objectives, from lead generation and customer acquisition to driving trial and loyalty." —Tim Kopp, Vice President, Global Interactive Marketing, The Coca-Cola Company "To grow interactive marketing from here we need to institutionalize our wisdom and experience about what works. This book explains, in a disciplined way, what marketers have learned from a decade of massive change." —Ted McConnell, Interactive Innovation Director, Procter & Gamble "The Online Advertising Playbook is a milestone in the maturation of interactive advertising, but also an invaluable go-to guide for managers trying to make smart decisions with their advertising budgets." —Van Riley, Vice President of Research, AOL "The best marketing communication is spawned from what I call 'informed intuition.' After reading The Online Advertising Playbook, I am far better informed on how to optimize the online channel in our advertising and promotional programs. It's a perfect blend of case studies and research-backed learning." —Rod DeVar, Manager, Advertising and Promotion, United States Postal Service "Savvy marketers should take advantage of The Online Advertising Playbook's findings and principles to get real results." —Chris Theodoros, Director of Industry Relations, Google "A work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati." —Mike Donahue, Executive Vice President, American Association of Advertising Agencies "This is a must-read for any marketing executive involved in online advertising. It's high time that a book looks at online advertising in the context of an integrative promotional strategy, one meant to set objectives, establish creative strategies, and measure results. The book nicely ties the various components of online advertising to relevant case studies, and the emphasis on measurement and results is refreshing. Not only is it relevant for marketing executives, it would also be a good basic text for any Internet advertising course and a good adjunct to any Internet marketing course." —Henry Assael, Professor of Marketing, Stern School of Business, New York University

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