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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978-0-13-355210-2 (9780133552102)
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Judah Phillips helps 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. Judah has worked for some of the world's largest corporations, globally managing business and digital analytics teams, including Sun Microsystems (now Oracle), Reed Elsevier, Monster Worldwide, Nokia, and Karmaloop. He has lectured at undergraduate and graduate business schools, including Stern School of Business at NYU, Olin School of Business at Babson College, Carrol School of Management at Boston College, D'Amore/McKim School of Business at Northeastern University, and more. He founded and globalized Digital Analytics Thursdays (DAT) and launched the Analytics Research Organization (ARO). Judah has served on the board of advisors to several Internet and technology companies, and has spoken at more than 40 technology industry events. Judah is the author or editor of several analytics books, including Building a Digital Analytics Organization. He lives in Boston and holds MBA and M.S. degrees.
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
