- ホーム
- > 洋書
- > 英文書
- > Internet / General
Full Description
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
Chapter 1 Using Digital Analytics to Create Business Value 1Chapter 2 Analytics Value Chain and the P's of Digital Analytics 11Chapter 3 Building an Analytics Organization 59Chapter 4 What Are Analytics Tools? 95Chapter 5 Methods and Techniques for Digital Analysis 127Chapter 6 Defining, Planning, Collecting, and Governing Data in Digital Analytics 161Chapter 7 Reporting Data and Using Key Performance Indicators 187Chapter 8 Optimization and Testing with Digital Analytics: Test, Don't Guess 223Chapter 9 Qualitative and Voice of Customer Data and Digital Analytics 247Chapter 10 Competitive Intelligence and Digital Analytics 273Chapter 11 Targeting and Automation with Digital Analytics 289Chapter 12 Converging Omnichannels and Integrating Data for Understanding Customers, Audiences, and Media 305Chapter 13 Future of Digital Analytics 329Works Cited 343Index 347
