Building a Digital Analytics Organization: Create Value by Integrating Analytical Processes, Technology, and People into Business Operations (Paperback)
©2014 |Pearson FT Press | Available
©2014 |Pearson FT Press | Available
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:
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The first practitioner-focused, business-driven guide to creating, managing, applying, and profiting from digital analytics.
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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Judah Phillips specializes in helping people create economic value using data, analytics, and research. He works with leading global companies whose executive and management teams are building, adapting, or reengineering their approach to digital analysis in order to increase profitable revenue, reduce cost, and boost profitability. Phillips has managed global business and digital analytics teams including Sun Microsystems (now Oracle), Reed Elsevier, Monster Worldwide, Nokia, and Karmaloop.
Phillips founded and globalized Digital Analytics Thursdays (DAT) and launched the Analytics Research Organization (ARO). He serves or has served on the advisory boards to several companies, including YieldBot, Localytics, and Webtrends. Phillips speaks at technology and Internet industry events and guest lectures at top universities and business schools worldwide. He lives in Boston and holds an MBA and MS.
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