1. Digital Meaning
We have tools dedicated to measuring the digital world. So it’s no surprise that we assume the measurements those tools give us are the right ones for the job. They aren’t. The standard set of web metrics most digital analytics tools use were developed long before people had even a basic understanding of how to do digital measurement, and mostly before analytics tools that could do much with the data were in widespread use.
The Digital Challenge: Our Metrics and Our Measurement Lack Meaning
The most common digital metrics are almost useless. They measure the wrong things in the wrong ways. They fail, at the most basic level, to link what happens in the digital world to our understanding of people’s behavior. In this chapter, ...
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