Building a Digital Analytics Organization Create Value by Integrating Analytical Processes, Technology, and People into Business Operations

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.

JUDAH PHILLIPS (Boston, MA) is currently the Global Head of Consumer Analytics at Nokia; and serves on advisory boards for YieldBot, Localytics, glib.ly, Webtrends, Observepoint, Online Marketing Institute, and Rubinson Partners. He has managed global analytics teams since the ‘90’s at Sun (now Oracle), Reed Elsevier, Monster, and several startups. Phillips launched the Analytics Research Organization (ARO); founded Digital Analytics Thursdays (DAT); and guest lectures at graduate business schools, including NYU’s Stern School of Business, Babson’s Olin School of Business, Boston College, and University of San Francisco.

1. What is Digital Analytics

2. Building an Analytics Organization

3. Buying, Administering, and Maintaining Analytics Tools

4. Creating Analytics Processes

5. Defining, Collecting, and Governing Data.

6. Reporting Data

7. Analyzing Data

8. Digital Channel. Analyzing Paid Digital Media

9. Digital Channel. Analyzing Owned Digital Media

10. Digital Channel. Analyzing Earned Digital Media.

11. Competitive Analysis and Digital Analytics

12. Qualitative Analysis and Digital Analytics

13. Optimization and Testing with Digital Analytics

14. Integrated Multichannel Digital Analytics

15. Targeting and Automation with Digital Analytics

16. The Analytical Economy

17. Case Study #1 (optional)

18. Case Study