Building a Digital Analytics Organization: Create Value by Integrating Analytical Processes, Technology, and People into Business Operations

6. Defining, Planning, Collecting, and Governing Data in Digital Analytics

The Analytical Value Chain discussed in Chapter 2, “Analytics Value Chain and the P’s of Digital Analytics,” illustrates the phased process by which the analyst goes through from start to finish when creating business value with digital data. You should read Chapter 2 before tackling the detail of this chapter because it will be helpful for framing how these concepts fit into the overall picture of doing digital analytics. The start of the analytical process requires understanding why you are doing analysis and the audience for the analysis. From the business questions from which the team identifies the need for answering with digital analysis, the analyst next needs to ...