Building a Digital Analytics Organization

Create Value by Integrating Analytical Processes, Technology, and People into Business Operations

Judah Phillips (Autor)

Buch | Softcover

368 Seiten

2017
Pearson FT Press (Verlag)
978-0-13-477803-7 (ISBN)

Titel z.Zt. nicht lieferbar
Versandkostenfrei
Auch auf Rechnung

Artikel merken

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.

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.

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

Erscheinungsdatum	07.07.2017
Reihe/Serie	FT Press Analytics
Verlagsort	NJ
Sprache	englisch
Maße	100 x 100 mm
Gewicht	100 g
Themenwelt	Mathematik / Informatik ► Informatik ► Datenbanken
	Informatik ► Office Programme ► Outlook
	Mathematik / Informatik ► Informatik ► Web / Internet
	Sozialwissenschaften ► Kommunikation / Medien ► Medienwissenschaft
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-13-477803-0 / 0134778030
ISBN-13	978-0-13-477803-7 / 9780134778037
Zustand	Neuware