Building a Digital Analytics Organization

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.

Chapter 1 Using Digital Analytics to Create Business Value   1
Chapter 2 Analytics Value Chain and the P’s of Digital Analytics   11
Chapter 3 Building an Analytics Organization   59
Chapter 4 What Are Analytics Tools?   95
Chapter 5 Methods and Techniques for Digital Analysis   127
Chapter 6 Defining, Planning, Collecting, and Governing Data in Digital Analytics   161
Chapter 7 Reporting Data and Using Key Performance Indicators   187
Chapter 8 Optimization and Testing with Digital Analytics: Test, Don’t Guess   223
Chapter 9 Qualitative and Voice of Customer Data and Digital Analytics   247
Chapter 10 Competitive Intelligence and Digital Analytics   273
Chapter 11 Targeting and Automation with Digital Analytics   289
Chapter 12 Converging Omnichannels and Integrating Data for Understanding Customers, Audiences, and Media   305
Chapter 13 Future of Digital Analytics   329
Works Cited   343
Index   347