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eText: 
ISBN-10 0133372839ISBN-13 9780133372830
Print: 
ISBN-10 0133372782ISBN-13 9780133372786
Author(s): Judah Phillips
Publisher: Pearson FT Press
Copyright year: © 2014 Pages: 336
Description

Digital analytics goes beyond “web” or “site” analytics to encompass a wide spectrum of advanced techniques for using “big data” to reduce costs and increase profit. In Building a Digital Analytics Organization, pioneering expert Judah Phillips thoroughly explains digital analytics to business practitioners, and presents best practices for succeeding with it 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: 

  • Understanding the key concepts underlying modern digital analytics

  • Focusing your digital analytics initiative on economic value, not technology

  • Building an organization, choosing the right tools, and understanding their limitations

  • Creating processes and managing data

  • Analyzing digital media, in depth — including full chapters on paid, owned, and earned media

  • Competitive and qualitative analyses

  • Site optimization and testing, both AB and multivariate

  • Integrated multichannel digital analytics

  • Consumer targeting and marketing automation

  • Understanding the emerging “analytical economy” and its revolutionary implications

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