Table of Contents
Chapter 1 Using Digital Analytics to Create Business Value 1
Chapter 2 Analytics Value Chain and the P’s of Digital Analytics 11
Chapter 3 Building an Analytics Organization 59
Chapter 4 What Are Analytics Tools? 95
Chapter 5 Methods and Techniques for Digital Analysis 127
Chapter 6 Defining, Planning, Collecting, and Governing Data in Digital Analytics 161
Chapter 7 Reporting Data and Using Key Performance Indicators 187
Chapter 8 Optimization and Testing with Digital Analytics: Test, Don’t Guess 223
Chapter 9 Qualitative and Voice of Customer Data and Digital Analytics 247
Chapter 10 Competitive Intelligence and Digital Analytics 273
Chapter 11 Targeting and Automation with Digital Analytics 289
Chapter 12 Converging Omnichannels and Integrating Data for Understanding Customers, Audiences, and Media 305
Chapter 13 Future of Digital Analytics 329
Works Cited 343
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