Building a digital analytics organization

s:1897:"The first practitioner-focused, business-driven guide to creating, managing, applying, and profiting from digital analytics. * *Relentlessly focused on creating economic value -- not on technology, software, or vendors *Brings together best practices and examples for all aspects of digital analytics, from building the business case to investing in staff and technology, managing data to executing strategy *Uniquely focused on using digital analytics and intelligence to improve business processes, including marketing automation. 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.";