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Digital Analytics Primer

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Digital Analytics Primer

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  • Copyright 2014
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-355206-3
  • ISBN-13: 978-0-13-355206-5

Learn the concepts and methods for creating economic and business value with digital analytics, mobile analytics, web analytics, and market research and social media data. In Digital Analytics Primer, pioneering expert Judah Phillips introduces the concepts, terms, and methods that comprise the science and art of digital analysis for web, site, social, video, and other types of quantitative and qualitative data. Business readers—from new practitioners to experienced executives—who want to understand how digital analytics can be used to reduce costs and increase profitable revenue throughout the business should read this book. Phillips delivers a comprehensive review of the core concepts, vocabulary, and frameworks, including analytical methods and tools that can help you successfully integrate analytical processes, technology, and people into all aspects of business operations. This unbiased and product-independent primer draws from the author's extensive experience doing and managing analytics in this field.

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Table of Contents

Foreword by Gary Angel     x
Introduction to This Primer     1

Chapter 1  What Is Digital Analytics?     3
How Does Big Data and Data Science Fit into Digital Analytics?     9
The Strategic and Tactical Use of Digital Analytics     14
A Practitioner’s Perspective on Answering the What and the Why with Digital Analytics     16
Digital Analytics Concepts     17
Paid, Earned, and Owned Media in Digital Analytics     28
Digital Analytics for Social Media: Social Analytics     31
Is Social Media Analytics About Brand or Direct Response?     37
Social Media Direct Response Analytics     41
The Incrementality of Social Media     45
Digital Analytics for Mobile: Mobile Analytics     47
Understanding Mobile Analytics Concepts     50
Why Mobile Analytics and How Is It Different from Site Analytics?     52
The Importance of Measuring Mobile     54
Digital Analytics Team: People Important for Analytical Success     56
Digital Analytics and Privacy     57

Chapter 2  The Analytics Value Chain and the P’s of Digital Analytics     61
The Analytics Value Chain: Process for Tactical and Strategic Success     62
Understanding What to Analyze     65
Collecting, Verifying, and Governing Data (Before Analysis)     67
Reporting and Dashboarding     70
Analyzing Data and Communicating and Socializing Analysis     71
Optimizing and Predicting     75
Demonstrating Economic Value     78

Chapter 3  Methods and Techniques for Digital Analysis     81
Storytelling Is Important for Analysis     83
Tukey’s Exploratory Data Analysis Is an Important Concept in Digital Analytics     85
Types of Data: Simplified     88
Looking at Data: Shapes of Data     91
Analyzing Digital Data Using Statistics and Machine Learning     103

Chapter 4  Reporting Data and Using Key Performance Indicators     119
What Is Reporting and How Does It Happen?     121
The Five Elements of Excellent Reporting: RASTA     131
The Difference Between Reporting and Dashboarding     132
What Is Dashboarding and How Does It Happen?     134
The Five Elements of Excellent Dashboarding: LIVES     136
Understanding Key Performance Indicators (KPIs)     138
Where Does Reporting and Dashboarding Fit in the Analytics Value Chain?     146
Example KPIs: Averages, Percentages, Rates/Ratios, .Per X., and Derivatives     147
Real-Time Versus Timely Data: A Practitioner Perspective     155

Chapter 5  What Are Analytics Tools?     159
To Build or to Buy?     166
Needing Nothing: When to Keep Your Existing Analytics Tools (Without Replacing)     171
Balancing Management of Analytics Technology: Should “the Business” or IT Run It?     177
Selecting an Analytics Tool     178
Succeeding with Tool Deployment     188
Business Concerns: Maintenance     191
Why Do Digital Analytics Tools and Data Decay?     193
Conclusion     195

Bibliography     197
Index     201


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