Book Review: Stephen Rappaport’s The Digital Metrics Field Guide

One of my favourite social media/listening books is Stephen Rappaport’s Listen First!, so I was delighted when his new book ‘The Digital Metrics Field Guide’ was announced, and even more delighted to get a copy to review. The book has been produced and published by the ARF and you can download an interactive PDF from this link on the ARF site. The Field Guide is free for ARF members and $29.95 for non-members. To produce the book Stephen 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. The book covers four digital channels: email, mobile, social, and the web, and produces a really easy to use reference for anybody interested in the area. To make things easier Stephen has organised the information in three ways, Alphabetical, Category, and Marketing Stage – to deal with different tastes and preferences. 12 Fields per Metric The book is organised in terms of 12 fields per metric, including: where it fits in Paid/Owned/Earned, its category, a definition, and the sorts of questions it answers. The use of a standardised format makes it much […]