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Building a Digital Analytics Organization: Create Value by Integrating Analytical Processes, Technology, and People into Business Operations, CourseSmart eTextbook

By Judah Phillips

Published by Pearson FT Press

Published Date: Jul 23, 2013

Description

Digital analytics goes beyond “web” or “site” analytics to encompass a wide spectrum of advanced techniques for using “big data” to reduce costs and increase profit. In Building a Digital Analytics Organization, pioneering expert Judah Phillips thoroughly explains digital analytics to business practitioners, and presents best practices for succeeding with it throughout the business. Phillips covers everything from making the business case through defining and executing strategy, and shows how to successfully integrate analytical processes, technology, and people in all aspects of operations. This unbiased and product-independent guide is replete with examples, many based on the author’s own extensive experience. Coverage includes: 

  • Understanding the key concepts underlying modern digital analytics
  • Focusing your digital analytics initiative on economic value, not technology
  • Building an organization, choosing the right tools, and understanding their limitations
  • Creating processes and managing data
  • Analyzing digital media, in depth — including full chapters on paid, owned, and earned media
  • Competitive and qualitative analyses
  • Site optimization and testing, both AB and multivariate
  • Integrated multichannel digital analytics
  • Consumer targeting and marketing automation
  • Understanding the emerging “analytical economy” and its revolutionary implications

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
Index     347

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Building a Digital Analytics Organization: Create Value by Integrating Analytical Processes, Technology, and People into Business Operations, CourseSmart eTextbook
Format: Safari Book

$29.99 | ISBN-13: 978-0-13-337283-0