ABSTRACT
This chapter outlines the most commonly used online and mobile metrics in this evolving sector. As with other sectors, measurement, tools, and techniques are driven by the technologies audiences are using, which are increasingly online and mobile. Students are challenged to think critically and strategically about which key performance indicators (KPIs) really matter and to refrain from using metrics just because they are “there,” such as vanity metrics. Technological advancements such as 5G, third-party data, and identity resolution are presented, along with privacy considerations and other potential implications for this sector. Discussion questions and exercises challenge readers to weigh the pros and cons of website revenue optimization vs. user experience and to distinguish between metrics that are actually valuable or useful and those that simply inflate egos. Case studies require students to craft strategic recommendations based on an online retail merchandise site’s dashboard analytics, understand news readers’ behaviors and preferences, identify potential automotive customers, and conceptualize the standards needed for accrediting an online/mobile measurement tool.
