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Building a Digital Analytics Organization: Create Value
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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.
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.�
- Sales Rank: #1047380 in Books
- Brand: Brand: FT Press
- Published on: 2013-08-09
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x 1.18" w x 6.25" l, .0 pounds
- Binding: Hardcover
- 336 pages
From the Author
Thanks for checking out my book. � Here's what our colleagues say:
From 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 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__"Without a digital analytics organization you aren't optimizing your business, your site or your app. Reading this book can help you. �I just hope you adapt before one of your competitors does."--Bryan Eisenberg, author of Call to Action, Waiting for Your Cat to Bark, and Always Be Testing, Keynote Speaker, Cofounder of the Digital Analytics Association, and Publisher of UseTheData__"Since founding Gomez 15 years ago, I've had the privilege of working with many pioneers in the field of web site and e-commerce excellence. I am impressed with the managerial principles and analytical techniques Judah has developed and presented in this book. A must read for the 21st century analyst and executive who wants to learn how to create value and deliver excellence with digital analytics."--Julio Gomez, Founder of Gomez, Inc., General Manager at Attivio__"Before 'Big Data' and 'Data Science' became buzz words, Judah was extracting actionable insights from immense data sets and revolutionizing the field of business analytics. Unfortunately, the digital version of his nerdy brain is still too big for a download, so reading and internalizing this book is the second best option for anyone interested in improving their business via an intelligent approach to data and analytics."--Yaakov Kimelfeld, Ph.D., Chief Research Officer of Compete__"Among the most valuable things you'll find in Judah's book is his experience. Building a Digital Analytics Organization is packed with real-life guidance and wisdom from his years of work as a practitioner and manager in the analytics field. From defining measurement needs, to analyzing data, to comparing analytics tools, Judah has done just about everything. We can all put his experience to use as a guide as we build out our own analytics organizations."--Justin Cutroni, author of Google Analytics, Analytics Evangelist at Google.__"Competing online today demands competency around measuring and optimizing customer behavior, and this useful book takes a practical look at the latest practices for digital analytics and data science."�--Eric J. Hansen, CEO of SiteSpect__"Judah writes about enterprise analytics from a deep operational understanding, rather than from solely a research perspective. His erudite observations are both unique and most valuable to those building new or evolving an existing data-driven organization. A must read."--Rand Schulman, Cofounder of Digital Analytics Association, Managing Partner of Efectyv Digital, pioneer in digital marketing and new media__"This excellent book is a practical guide to help business practitioners make better decisions based on digital analytics. There couldn't be a better time for this book as data-driven decision making is a core skill for successful business executives, managers and practitioners alike." �--Raj Aggarwal, Founder and CEO of Localytics__"In this book Judah provides a clear and compelling explanation of the power of digital analytics. This book is a great read for everyone seeking to harness digital data intelligence and maximize its business value."--Jean Paul Isson, co-author of Win with Advance Business Analytics: Creating Business Value from Your Data, Global Vice President Predictive Analytics & BI at Monster Worldwide, Inc.__"Judah Phillips delivers an enlightening and practical guide to building your digital analytics organization that will help any reader drive more value from their analytics."--Larry Freed, CEO of Foresee Results, author of Managing Forward: How to Move from Measuring the Past to Managing the Future__"Every organization today needs to be data-driven. Judah has been at the forefront of the digital analytics discipline for many years, and one of his primary strengths is his ability to communicate technology requirements to the business in a way that's actionable. This book should become an essential part of every digital marketer's toolkit."--Andrew Edwards, Cofounder of the Digital Analytics Association, Managing Partner of Efectyv Digital
From the Inside Flap
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 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
From 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 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__"Without a digital analytics organization you aren't optimizing your business, your site or your app. Reading this book can help you. �I just hope you adapt before one of your competitors does."--Bryan Eisenberg, author of Call to Action, Waiting for Your Cat to Bark, and Always Be Testing, Keynote Speaker, Cofounder of the Digital Analytics Association, and Publisher of UseTheData__"Since founding Gomez 15 years ago, I've had the privilege of working with many pioneers in the field of web site and e-commerce excellence. I am impressed with the managerial principles and analytical techniques Judah has developed and presented in this book. A must read for the 21st century analyst and executive who wants to learn how to create value and deliver excellence with digital analytics."--Julio Gomez, Founder of Gomez, Inc., General Manager at Attivio__"Before 'Big Data' and 'Data Science' became buzz words, Judah was extracting actionable insights from immense data sets and revolutionizing the field of business analytics. Unfortunately, the digital version of his nerdy brain is still too big for a download, so reading and internalizing this book is the second best option for anyone interested in improving their business via an intelligent approach to data and analytics."--Yaakov Kimelfeld, Ph.D., Chief Research Officer of Compete__"Among the most valuable things you'll find in Judah's book is his experience. Building a Digital Analytics Organization is packed with real-life guidance and wisdom from his years of work as a practitioner and manager in the analytics field. From defining measurement needs, to analyzing data, to comparing analytics tools, Judah has done just about everything. We can all put his experience to use as a guide as we build out our own analytics organizations."--Justin Cutroni, author of Google Analytics, Analytics Evangelist at Google.__"Competing online today demands competency around measuring and optimizing customer behavior, and this useful book takes a practical look at the latest practices for digital analytics and data science."�--Eric J. Hansen, CEO of SiteSpect__"Judah writes about enterprise analytics from a deep operational understanding, rather than from solely a research perspective. His erudite observations are both unique and most valuable to those building new or evolving an existing data-driven organization. A must read."--Rand Schulman, Cofounder of Digital Analytics Association, Managing Partner of Efectyv Digital, pioneer in digital marketing and new media__"This excellent book is a practical guide to help business practitioners make better decisions based on digital analytics. There couldn't be a better time for this book as data-driven decision making is a core skill for successful business executives, managers and practitioners alike." �--Raj Aggarwal, Founder and CEO of Localytics__"In this book Judah provides a clear and compelling explanation of the power of digital analytics. This book is a great read for everyone seeking to harness digital data intelligence and maximize its business value."--Jean Paul Isson, co-author of Win with Advance Business Analytics: Creating Business Value from Your Data, Global Vice President Predictive Analytics & BI at Monster Worldwide, Inc.__"Judah Phillips delivers an enlightening and practical guide to building your digital analytics organization that will help any reader drive more value from their analytics."--Larry Freed, CEO of Foresee Results, author of Managing Forward: How to Move from Measuring the Past to Managing the Future"Every organization today needs to be data-driven. Judah has been at the forefront of the digital analytics discipline for many years, and one of his primary strengths is his ability to communicate technology requirements to the business in a way that's actionable. This book should become an essential part of every digital marketer's toolkit."--Andrew Edwards, Cofounder of the Digital Analytics Association, Managing Partner of Efectyv Digital
Most helpful customer reviews
5 of 6 people found the following review helpful.
A comprehensive blueprint from an experienced an accomplished digital analytics leader
By Cesar A. Brea
I originally got to know Judah Phillips through Web Analytics Wednesdays events he organized, and in recent years he's kindly participated on panels I've moderated and has been helpful to my own writing and publishing efforts. I've even partnered with some of the excellent professionals who have worked for him. So while I'm biased as the beneficiary of his wisdom and support, I can also vouch first-hand for the depth and credibility of his advice. In short, in an increasingly hype-filled category, Judah is the real deal, and this makes "Building The Digital Analytics Organization" a book to take seriously.
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.
1 of 1 people found the following review helpful.
IF YOU BUY ONLY ONE BOOK ON DIGITAL ANALYTICS, MAKE IT THIS ONE!
By Randy M.
I've spent my entire career in Fortune 500 Digital Analytics, Web Analytics, Digital Marketing Analytics, Business Intelligence, and FP&A Analytics and I did it the hard way. I worked my way up from the bottom, having had valuable experience from entry-level Analyst all the way up to VP of an Analytics team, so naturally I'm always skeptical of a book that covers my area of expertise claiming "practical business principles". Within 5 minutes of reading this book, I immediately knew I was reading one of the most valuable books I would ever have the pleasure of reading in my entire career. This book is not a "theoretical academic dissertation" and thank god for that! This book was like reading career-advice from myself 20 years from now. Filled with practical wisdom that only comes with many many many years in Analytics, Judah Phillips has obvious experience and expertise -he really nailed-it with this book! It's the most comprehensive, practical, and useful book on Digital Analytics in existence. If you have (or are considering) a career in Digital Analytics or Business Intelligence, this book is a MUST. I've already purchased additional copies to give to my close colleagues. I've already read the book twice and just started reading it for the 3rd time. A big Thank You to the author of this masterpiece
1 of 1 people found the following review helpful.
Very helpful book for implementing a solid analytics environment.
By Luchy
Analytics can be a messy, confusing and pointless effort (if the data isn't accurate or relevant). True insight for size company can greatly affect the bottom line.
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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