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Building a Digital Analytics Organization: Create Value by Integrating Analytical Processes, Technology, and People into Business Operations (FT Press Analytics) 1st Edition, Kindle Edition
- 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.
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.
- ISBN-13978-0133372786
- Edition1st
- PublisherPearson FT Press
- Publication dateJuly 25, 2013
- LanguageEnglish
- File size6066 KB
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Editorial Reviews
Review
From the Author
From the Inside Flap
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 yourbusiness. Learn critical activities and concepts useful for winning with digital analytics: People, Preengagement, Planning, Platform, Process, Production, Pronouncement, Prediction, and Profit.
From the Back Cover
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 yourbusiness. 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 has managed business and digital analytics teams for companies 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). In 2011, 2012, and 2013, Judah was nominated for the "Most Influential Industry Contributor" and other awards by the Digital Analytics Association (DAA).
He serves or has served on the advisory boards to several companies, includingYieldBot and Localytics. Judah has spoken at more than 42 technology and Internet industry events and guest lectures at universities and business schools worldwide. He lives in Boston and holds an MBS and M.S.
Product details
- ASIN : B00E5F2QSK
- Publisher : Pearson FT Press; 1st edition (July 25, 2013)
- Publication date : July 25, 2013
- Language : English
- File size : 6066 KB
- Simultaneous device usage : Up to 5 simultaneous devices, per publisher limits
- Text-to-Speech : Enabled
- Screen Reader : Supported
- Enhanced typesetting : Enabled
- X-Ray : Not Enabled
- Word Wise : Not Enabled
- Sticky notes : On Kindle Scribe
- Print length : 369 pages
- Best Sellers Rank: #1,397,362 in Kindle Store (See Top 100 in Kindle Store)
- #115 in Big Data Businesses
- #236 in Statistics Economics
- #330 in Data Mining (Kindle Store)
- Customer Reviews:
About the author
Judah Phillips is a growth-focused, award-winning entrepreneur, management consultant, and business author currently working on Squark - no code predictive analytics.
A Harvard Innovation Lab VIP, Judah has written three books on analytics, data science, and data strategy. An adjunct professor at Boston University and a lecturer at Babson College, Phillips is also a founding member of the University of Massachusetts Advisory Council for the Humanities and Fine Arts.
Judah founded the data science consultancy SmartCurrent where he came up with the original idea for what is now the leading no code predictive analytics SaaS vendor, Squark.
During his career, Judah has become a globally-recognized industry leader for knowing how to create value from data, analytics, and data science at startups to the Fortune 10 - across SaaS and software vendors, Media & Marketing, Advertising, CPG, Automotive & OEM, FSI, and more.
In addition to writing three books - Ecommerce Analytics, Building a Digital Analytics Organization, and Digital Analytics Prime - Judah contributed to the publication of: Measuring the Digital World, Advanced Business Analytics, Sales and Marketing Analytics, Digital is Changing Everything, The Complete Guide to B2B Marketing, and Multichannel Marketing Metrics.
He has spoken at more than 100+ global conferences and events since 2006. Phillips holds a Master of Science in Finance and a Master of Business Administration from Northeastern University and a B.A. from University of Massachusetts Amherst.
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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.