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Stephen D. Rappaport
Author: "Digital Metrics Field Guide: The Definitive Resource for Brands Using the Web, Social Media, Mobile Media, or Email (in press), and others on digital marketing strategy.
Author: "Digital Metrics Field Guide: The Definitive Resource for Brands Using the Web, Social Media, Mobile Media, or Email (in press), and others on digital marketing strategy.
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Note: Part 1 explained just how competitive the US wine industry is and the reasons behind choosing online wine sales by Millennials as the research focus for this study in the Millennials, Mindsets & Money initiative that Howard Moskowitz and I lead.…

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Note: This is Part 1 of a 2-part post on our study on selling wine online to Millennials. This post presents background on the wine industry and the rationale for doing the research. Part 2 will present the key findings and marketing strategies guided by…

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“What the ROI of social?” That’s a question I always tackle in my talks on digital measurement, and for good reason – we want to know if  programs work to help brands reach their financial goals, and how much they are contributing. In many instances, ROI…

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Relevance means understanding people deeply and giving them communications that are valuable and help them live better lives. Implications for marketing and advertising are drawn and a path towards humanistic marketing is put forward.

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That’s how Richard Davies opened a recent email reply to me, Nine days elapsed since I wrote to him about several people who might be interesting for him to interview for his podcast “How do we fix it?” and other matters. Did I mind a slow reply? Just the…

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Influence without Influentials: Seinfeld Shows Us

My good friend Mark Earls is coming into town in November for the IIeX forums. You may know his books “Herd” and “I’ll Have What She’s Having.” They make the point that observing what other people do influences us. It doesn’t mean we will always copy what…

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Humetrics - Fact and Feeling Play Big at Sentiment Analysis Symposium 2015

I coined the word “humetrics” while writing The Digital Metrics Field Guide to capture the idea that digital measurement increasingly captures what people are doing, saying, and feeling, and that measurement becomes a way to understand people as people,…

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Ted McConnell, sought-after digital consultant, former EVP Digital at ARF, and past head of digital for P&G tells a story about how one client of his, a small content company, depends upon the Field Guide to make themselves smarter and to provide…

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Fordham University’s Center for Positive Marketing put on its 4th Conference for Positive Marketing on March 26.  A great blend of academic and practitioner talks and viewpoints, most of us participating felt refreshed and energized. For me, I was…
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