Building a Digital Analytics Organization: Create Value by Integrating Analytical Processes, Technology, and People into Business Operations Hardcover – 30 Jul 2013
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From the Back CoverFrom 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 when 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
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, leading to more informed and better decision-making, increased revenue, and higher profits.
In Building a Digital Analytics Organization, global expert Judah Phillips thoroughly explains digital analytics to business practitioners and presents best practices for using it throughout the business to reduce costs and increase profitable revenue.
Unbiased and product-independent, this guide is replete with practitioner’s knowledge and examples based on Phillips’ own experience. He covers critical topics from creating the business case for digital analysis, to defining and executing strategy using managed and sustainable processes, to bringing together qualitative data with quantitative data. This book can show you how to successfully integrate processes, technology, and people into all facets of analysis to generate business value.
Phillips explains how to build an effective analytics team and organization that works alongside supporting teams, like IT, and business stakeholders, like Marketing, Sales, and Finance. He describes how to choose the right tools and anticipate their limitations.
- Go beyond tagging and web analytics: get a wider and more complete view of the ecosystem of digital analytics, including mobile, social, site, video, and other online devices
Understand, define, prioritize, integrate, and manage your digital analytics opportunities when beginning, sustaining, or growing your analytics team.
- Learn to build an Analytics Value Chain to support your business goals
Create cross-functional and integrated processes for planning, collecting, verifying, governing, analyzing, reporting, communicating, optimizing, and predicting with digital data.
- Master all “Ps” of Digital Analytics to deliver the best reporting, dashboards, and analysis for your business
Learn critical activities and concepts useful for winning with digital analytics: People, Preengagement, Planning, Platform, Process, Production, Pronouncement, Prediction, and Profit.
About the Author
Judah Phillips specializes in helping people create economic value using data, analytics, and research. He works with leading global companies whose executive and management teams are building, adapting, or reengineering their approach to digital analysis in order to increase profitable revenue, reduce cost, and boost profitability. Phillips has managed global business and digital analytics teams including Sun Microsystems (now Oracle), Reed Elsevier, Monster Worldwide, Nokia, and Karmaloop.
Phillips founded and globalized Digital Analytics Thursdays (DAT) and launched the Analytics Research Organization (ARO). He serves or has served on the advisory boards to several companies, including YieldBot, Localytics, and Webtrends. Phillips speaks at technology and Internet industry events and guest lectures at top universities and business schools worldwide. He lives in Boston and holds an MBA and MS.
Most Helpful Customer Reviews on Amazon.com (beta)
For me the book was useful on three levels. One, it's a foundational text for framing how to come at business analysis and reporting. Specifically, he presents an Analytics Value Chain that reminds us to bookend our analytic efforts per se with a clear set of objectives and actions, an orientation that's sadly missing in many balkanized corporate environments. Two, it's a blueprint for your own organization-building efforts. He really covers the waterfront, from how to approach analysis, to different kinds of analysis you can pursue, to how to organize the function and manage its relationships with other groups that play important supporting roles. For me, Chapter 6, "Defining, Planning, Collecting, and Governing Data in Digital Analytics" is an especially useful section. In it, he presents a very clear, straightforward structure for how you should set up and run these crucial functions. Finally, three, Judah offers a strong point of view on certain decisions. For example, I read him to advocate for a strongly centralized digital analytics function, rooted in the "business" side of the house, to make sure that you have both critical mass for these crucial skills, as well as proximity to the decisions they need to support.
These three uses had me scribbling in the margins and dog-earing extensively. But if you still need one more reason to pull the trigger, it helps that the book is very up-to-date and has a final chapter that looks forward very thoughtfully into how Judah expects what he describes as the "Analytical Economy" to evolve. This section is both a helpful survey of the different capabilities that will shape this future as well as an exploration of the issues these capabilities and associated trends will raise, in particular as they relate to privacy. It's a valuable checklist, to make sure you're not just building for today, but for the next few years to come.
This book clearly explains the strategies and steps necessary to building a solid analytics environment. Any company would benefit from having its employees, from Marketing, IT and Finance, read, bookmark and follow the guidelines that the author has outlined.
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