Synopses & Reviews
From the foreword: “A rigorous, professional approach to digital analytics requires the types of management approaches that are laid out in this book... Judah Phillips has been an advocate of these serious disciplines for a long time, but now the world is ready to adopt them—and the book comes along just in time... and this one is distinctive in a number of ways and brings into the digital analytics space a sophistication in both data management and data analysis that is not often found....”
–Thomas H. Davenport, author of Competing on Analytics and Analytics at Work, professor at Harvard Business School and Babson College, and cofounder of the International Institute for Analytics
“The allure of Big Data is immense. There is SO MUCH DATA! Yet, data collection does nothing by itself. It actually does financial harm when left in the wrong hands. Fix that, and you win. Let Judah show you how to build an organization where Big Data’s primary imperative is to drive Big Action.”
–Avinash Kaushik, author of Web Analytics 2.0 and Web Analytics: An Hour a Day
Generate Maximum Economic Value from Leading-Edge Digital Analytics and Data Science
- The complete business practitioner’s guide to profiting from analytics on big data
- Build a focused, highly effective, cross-functional, process-oriented analytics organization, backed by the right support from other teams, funded by management, and perceived as successful by business stakeholders
- Learn and apply best practices for every task when executing digital analysis–from planning and strategy to optimization and demonstrating value creation
Digital analytics can help you grow value in virtually any market or industry in any country. To make the most of it, however, you need to create a highly-effective digital analytics organization–and that’s not easy. Self-service reports, relevant dashboards, and other tools and techniques can help. But they’re only the beginning.
This guide covers all you need to know to build a well-resourced digital analytics team, and then back it with cross-functional support and alignment from IT, marketing, finance, the executive team, and beyond…while successfully applying analytics across the business. You will learn what it means to be “doing analytics”: creating analytical processes and managing teams; collecting and governing data; analyzing paid, owned, and earned media; performing competitive and qualitative analyses; testing and optimization; targeting and automating; integrating digital data; using predictive modeling and other data sciences; and much more.
Drawing on years as a pioneer in the field, Judah Phillips covers the business management, process, technical, and analytical work required to tell accurate “data stories” that answer crucial business questions, leading to more informed and better decision-making, increased revenue, and higher profits.
In Building a Digital Analytics Organization, global expert Judah Phillips thoroughly explains digital analytics to business practitioners and presents best practices for using it throughout the business to reduce costs and increase profitable revenue.
Unbiased and product-independent, this guide is replete with practitioner’s knowledge and examples based on Phillips’ own experience. He covers critical topics from creating the business case for digital analysis, to defining and executing strategy using managed and sustainable processes, to bringing together qualitative data with quantitative data. This book can show you how to successfully integrate processes, technology, and people into all facets of analysis to generate business value.
Phillips explains how to build an effective analytics team and organization that works alongside supporting teams, like IT, and business stakeholders, like Marketing, Sales, and Finance. He describes how to choose the right tools and anticipate their limitations.
- Go beyond tagging and web analytics: get a wider and more complete view of the ecosystem of digital analytics, including mobile, social, site, video, and other online devices
Understand, define, prioritize, integrate, and manage your digital analytics opportunities when beginning, sustaining, or growing your analytics team.
- Learn to build an Analytics Value Chain to support your business goals
Create cross-functional and integrated processes for planning, collecting, verifying, governing, analyzing, reporting, communicating, optimizing, and predicting with digital data.
- Master all “Ps” of Digital Analytics to deliver the best reporting, dashboards, and analysis for your business
Learn critical activities and concepts useful for winning with digital analytics: People, Preengagement, Planning, Platform, Process, Production, Pronouncement, Prediction, and Profit.
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.
About the Author
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.
Table of Contents
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