Building a digital analytics organization : create value by integrating analytical processes, technology, and people into business operations / Judah Phillips.

Format:

Book

Author/Creator:

Phillips, Judah.

Language:

English

Subjects (All):

Business--Data processing.

Business.

Business intelligence--Evaluation.

Business intelligence.

Knowledge management.

Physical Description:

1 online resource (1 v.) : ill.

Edition:

1st edition

Place of Publication:

Upper Saddle River, N.J. : Pearson, 2013, 2014.

System Details:

text file

Summary:

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 .

Contents:

Using digital analytics to create business value

Analytics value chain and the P's of digital analytics

Building an analytics organization

What are analytics tools?

Methods and techniques for digital analysis

Defining, planning, collecting, and governing data in digital analytics

Reporting data and using key performance indicators

Optimization and testing with digital analytics : test, don't guess

Qualatative and voice of customer data and digital analytics

Competitive intellegnece and digital analytics

Targeting and automation with digital analytics

Converging omnichannels and integrating data for understanding customers, audiences, and media

Future of digital analytics.

Notes:

Includes bibliographical references and index.

Description based on print version record.

OCLC:

857063122