Contents
Preface Measuring the (Digital) World
The Digital Challenge: Our Metrics and Our Measurement Lack Meaning
The Grocery Store with Invisible Patrons
Chapter 2 Two-Tiered Segmentation
Creating a Foundation for Digital Measurement
Signal to Noise: Another View on Two-Tiered Segmentation
Understanding Two-Tiered Segmentations
Sample Two-Tiered Segmentations
Chapter 3 Use Cases and Visit Intent
Angel’s Taco Divina Food Trucks: Designing a Digital Segmentation
Creating Behavioral Signatures
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