Building a Digital Analytics Organization: Create Value by Integrating Analytical Processes, Technology, and People into Business Operations (FT Press Analytics)

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9780133372786: Building a Digital Analytics Organization: Create Value by Integrating Analytical Processes, Technology, and People into Business Operations (FT Press Analytics)

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. 

"synopsis" may belong to another edition of this title.

From the Author:

Thanks for checking out my book.   Here's what our colleagues say:

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 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__"Without a digital analytics organization you aren't optimizing your business, your site or your app. Reading this book can help you.  I just hope you adapt before one of your competitors does."--Bryan Eisenberg, author of Call to Action, Waiting for Your Cat to Bark, and Always Be Testing, Keynote Speaker, Cofounder of the Digital Analytics Association, and Publisher of UseTheData__"Since founding Gomez 15 years ago, I've had the privilege of working with many pioneers in the field of web site and e-commerce excellence. I am impressed with the managerial principles and analytical techniques Judah has developed and presented in this book. A must read for the 21st century analyst and executive who wants to learn how to create value and deliver excellence with digital analytics."--Julio Gomez, Founder of Gomez, Inc., General Manager at Attivio__"Before 'Big Data' and 'Data Science' became buzz words, Judah was extracting actionable insights from immense data sets and revolutionizing the field of business analytics. Unfortunately, the digital version of his nerdy brain is still too big for a download, so reading and internalizing this book is the second best option for anyone interested in improving their business via an intelligent approach to data and analytics."--Yaakov Kimelfeld, Ph.D., Chief Research Officer of Compete__"Among the most valuable things you'll find in Judah's book is his experience. Building a Digital Analytics Organization is packed with real-life guidance and wisdom from his years of work as a practitioner and manager in the analytics field. From defining measurement needs, to analyzing data, to comparing analytics tools, Judah has done just about everything. We can all put his experience to use as a guide as we build out our own analytics organizations."--Justin Cutroni, author of Google Analytics, Analytics Evangelist at Google.__"Competing online today demands competency around measuring and optimizing customer behavior, and this useful book takes a practical look at the latest practices for digital analytics and data science." --Eric J. Hansen, CEO of SiteSpect__"Judah writes about enterprise analytics from a deep operational understanding, rather than from solely a research perspective. His erudite observations are both unique and most valuable to those building new or evolving an existing data-driven organization. A must read."--Rand Schulman, Cofounder of Digital Analytics Association, Managing Partner of Efectyv Digital, pioneer in digital marketing and new media__"This excellent book is a practical guide to help business practitioners make better decisions based on digital analytics. There couldn't be a better time for this book as data-driven decision making is a core skill for successful business executives, managers and practitioners alike."  --Raj Aggarwal, Founder and CEO of Localytics__"In this book Judah provides a clear and compelling explanation of the power of digital analytics. This book is a great read for everyone seeking to harness digital data intelligence and maximize its business value."--Jean Paul Isson, co-author of Win with Advance Business Analytics: Creating Business Value from Your Data, Global Vice President Predictive Analytics & BI at Monster Worldwide, Inc.__"Judah Phillips delivers an enlightening and practical guide to building your digital analytics organization that will help any reader drive more value from their analytics."--Larry Freed, CEO of Foresee Results, author of Managing Forward: How to Move from Measuring the Past to Managing the Future__"Every organization today needs to be data-driven. Judah has been at the forefront of the digital analytics discipline for many years, and one of his primary strengths is his ability to communicate technology requirements to the business in a way that's actionable. This book should become an essential part of every digital marketer's toolkit."--Andrew Edwards, Cofounder of the Digital Analytics Association, Managing Partner of Efectyv Digital

From the Back Cover:

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 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__"Without a digital analytics organization you aren't optimizing your business, your site or your app. Reading this book can help you.  I just hope you adapt before one of your competitors does."--Bryan Eisenberg, author of Call to Action, Waiting for Your Cat to Bark, and Always Be Testing, Keynote Speaker, Cofounder of the Digital Analytics Association, and Publisher of UseTheData__"Since founding Gomez 15 years ago, I've had the privilege of working with many pioneers in the field of web site and e-commerce excellence. I am impressed with the managerial principles and analytical techniques Judah has developed and presented in this book. A must read for the 21st century analyst and executive who wants to learn how to create value and deliver excellence with digital analytics."--Julio Gomez, Founder of Gomez, Inc., General Manager at Attivio__"Before 'Big Data' and 'Data Science' became buzz words, Judah was extracting actionable insights from immense data sets and revolutionizing the field of business analytics. Unfortunately, the digital version of his nerdy brain is still too big for a download, so reading and internalizing this book is the second best option for anyone interested in improving their business via an intelligent approach to data and analytics."--Yaakov Kimelfeld, Ph.D., Chief Research Officer of Compete__"Among the most valuable things you'll find in Judah's book is his experience. Building a Digital Analytics Organization is packed with real-life guidance and wisdom from his years of work as a practitioner and manager in the analytics field. From defining measurement needs, to analyzing data, to comparing analytics tools, Judah has done just about everything. We can all put his experience to use as a guide as we build out our own analytics organizations."--Justin Cutroni, author of Google Analytics, Analytics Evangelist at Google.__"Competing online today demands competency around measuring and optimizing customer behavior, and this useful book takes a practical look at the latest practices for digital analytics and data science." --Eric J. Hansen, CEO of SiteSpect__"Judah writes about enterprise analytics from a deep operational understanding, rather than from solely a research perspective. His erudite observations are both unique and most valuable to those building new or evolving an existing data-driven organization. A must read."--Rand Schulman, Cofounder of Digital Analytics Association, Managing Partner of Efectyv Digital, pioneer in digital marketing and new media__"This excellent book is a practical guide to help business practitioners make better decisions based on digital analytics. There couldn't be a better time for this book as data-driven decision making is a core skill for successful business executives, managers and practitioners alike."  --Raj Aggarwal, Founder and CEO of Localytics__"In this book Judah provides a clear and compelling explanation of the power of digital analytics. This book is a great read for everyone seeking to harness digital data intelligence and maximize its business value."--Jean Paul Isson, co-author of Win with Advance Business Analytics: Creating Business Value from Your Data, Global Vice President Predictive Analytics & BI at Monster Worldwide, Inc.__"Judah Phillips delivers an enlightening and practical guide to building your digital analytics organization that will help any reader drive more value from their analytics."--Larry Freed, CEO of Foresee Results, author of Managing Forward: How to Move from Measuring the Past to Managing the Future"Every organization today needs to be data-driven. Judah has been at the forefront of the digital analytics discipline for many years, and one of his primary strengths is his ability to communicate technology requirements to the business in a way that's actionable. This book should become an essential part of every digital marketer's toolkit."--Andrew Edwards, Cofounder of the Digital Analytics Association, Managing Partner of Efectyv Digital

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Book Description Pearson Education (Us), 2013. Gebundene Ausgabe. Book Condition: Neu. Neu Neuware, Importqualität, auf Lager, Versand per Büchersendung - 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 . 336 pp. Englisch. Bookseller Inventory # INF1000428184

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