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The first practitioner-focused, business-driven guide to creating, managing, applying, and profiting from digital analytics.
Drive maximum business value from digital analytics, web analytics, site analytics, and business intelligence! In Building a Digital Analytics Organization, pioneering expert Judah Phillips thoroughly explains digital analytics to business practitioners, and presents best practices for using it to reduce costs and increase profitable revenue 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: key concepts; focusing initiatives and strategy on business value, not technology; building an effective analytics organization; choosing the right tools (and understanding their limitations); creating processes and managing data; analyzing paid, owned, and earned digital media; performing competitive and qualitative analyses; optimizing and testing sites; implementing integrated multichannel digital analytics; targeting consumers; automating marketing processes; and preparing for the revolutionary “analytical economy.” For all business practitioners interested in analytics and business intelligence in all areas of the organization.
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