Tap: Unlocking the Mobile Economy (MIT Press)

Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than three trillion dollar mobile economy. According to Anindya Ghose, a global authority on the mobile economy, this two-way exchange can benefit both customers and businesses. In Tap, Ghose welcomes us to the mobile economy of smartphones, smarter companies, and value-seeking consumers. Drawing on his extensive research in the United States, Europe, and Asia, and on a variety of real-world examples from companies including Alibaba, China Mobile, Coke, Facebook, SK Telecom, Telefónica, and Travelocity, Ghose describes some intriguingly contradictory consumer behavior: people seek spontaneity, but they are predictable; they find advertising annoying, but they fear missing out; they value their privacy, but they increasingly use personal data as currency. When mobile advertising is done well, Ghose argues, the smartphone plays the role of a personal concierge — a butler, not a stalker. Ghose identifies nine forces that shape consumer behavior, including time, crowdedness, trajectory, and weather, and he examines these how these forces operate, separately and in combination. With Tap, he highlights the true influence mobile wields over shoppers, the behavioral and economic motivations behind that influence, and the lucrative opportunities it represents. In a world of artificial intelligence, augmented and virtual reality, wearable technologies, smart homes, and the Internet of Things, the future of the mobile economy seems limitless.

Measuring the Digital World: Using Digital Analytics to Drive Better Digital Experiences (FT Press Analytics)

THE DEFINITIVE GUIDE TO NEXTGENERATION DIGITAL MEASUREMENT: INDISPENSABLE INSIGHT FOR BUILDING HIGH-VALUE DIGITAL EXPERIENCES!

  • Helps you capture the knowledge you need to deliver deep personalization at scale
  • Reflects today’s latest insights into digital behavior and consumer psychology
  • For every digital marketer, analyst, and executive who wants to improve performance

To win at digital, you must capture the right data, quickly transform it into the right knowledge,and use them both to deliver deep personalization at scale. Conventional digital metrics simplyaren’t up to the task. Now, Gary Angel shows how to reinvent digital measurement so it delivers allyou need to create richer, more compelling digital experiences.

 

For more than a decade, Angel has helped leading global enterprises succeed at digital. This bookreflects all he’s learned. You’ll find valuable guidance on understanding visitor intent… creatingcustomer taxonomies… digital segmentation… integrating VoC research… and using behavioralanalysis and controlled experiments to investigate what drives customer choice.

 

Angel will help you measure the value of every digital interaction more accurately, identify specificdigital behaviors that predict success, and create a comprehensive measurement paradigm thatintegrates all your digital spaces.

 

With flawed tools and siloed analytics, you’re blind to what’s really happening online. But you don’thave to be. Gary Angel will help you make the invisible visible… actionable… profitable.

 

Most common digital metrics are virtually useless. They measure the wrong things in the wrong ways. They don’t link digital activity to customer attitudes and behaviors. They don’t work well with today’s powerful analytics tools. Above all, they don’t help you improve your performance.

 

This book gives you a better way.

 

Gary Angel, leader of Ernst & Young’s pioneering Digital Analytics practice, presents a comprehensive framework for capturing the right data the right way, so you can comprehend digital behavior at a far deeper level.

 

Angel shows how to transform “raw facts” about digital behavior into meaningful knowledge about your visitors… what they were trying to accomplish…how well you helped them… how you can personalize and optimize their digital experiences from now on… how you can use measurement to provide deep personalization at scale.

 

More rigorous, integrated, and usable than any competitive book, Measuring the Digital World will help you create, deliver, and consume digital information with unprecedented sophistication. Whether you’re a digital analyst, marketer, user experience designer, or executive, you’ll find it indispensable.

 

Why conventional digital metrics are arbitrary and misguided

Refocus on what you need to know, not what you don’t

 

Capture the “why”

Integrate VoC research and behavioral data to build better, richer, more accurate segments

 

Go beyond snapshots: understand your customer’s entire digital experience

Understand how your customers’ views and behaviors evolve over time

 

Segment in three dimensions for a multichannel world

Treat each channel as part of a larger, integrated, sequential journey

 

Tap: Unlocking the Mobile Economy (MIT Press)

Let’s say you’re out of something, or you need something, or you want something. Then, seemingly out of the blue, an ad or an offer pops up on your phone to say that very thing is now available at the next store on your right. Did the store read your mind? No. Rather, it drew on data you had tapped into your phone. In Tap, Anindya Ghose welcomes us to the mobile marketing revolution of smartphones, smarter companies, value-seeking consumers, and personalized, curated offers. Drawing on his extensive research in the United States, Europe and Asia, and a variety of real-world examples from different industries around the globe, Ghose investigates what consumers do with their smartphones and how businesses can use knowledge of this data trail to improve their products and services.

Two-way street interaction between consumers and firms, Ghose says, creates a feeling of intimacy and connection that benefits both customers and businesses. Research shows that people are willing to exchange their information for relevant value. But companies should strike a balance; the smartphone should play the role of a personal concierge, not a stalker. Ghose explains the best way to harness the power of mobile data and deliver value to consumers. He identifies nine forces that drive purchasing decisions — among them saliency, crowdedness, trajectory, and weather — and examines these forces separately and in combination, drawing on consumers’ responses in the real world. Tap offers a vivid illustration of the future of mobile.

Prima Press Holder Block 1.75″X5″-Holds 12 Characters

PRIMA FLOWERS-Prima Press Stamp Holder Block. This innovative stamp system allows you to easily stamp custom words and sentiments that are perfectly aligned! Designed for use with the Prima Press Alphabet Stamp Sets (not included); this base block has special slots on one edge that hold up to twelve individual stamps. It is made of plastic and measures 5×1-3/4×1/2 inch. Each package contains one Stamp Holder Block. All stamps sold separately. Imported.

Product Features

  • Prima Marketing Press Stamp Holder Block 1.75″X5″-Holds 12 Characters