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Digital Analytics Primer

Book Description

Learn the concepts and methods for creating economic and business value with digital analytics, mobile analytics, web analytics, and market research and social media data. In Digital Analytics Primer, pioneering expert Judah Phillips introduces the concepts, terms, and methods that comprise the science and art of digital analysis for web, site, social, video, and other types of quantitative and qualitative data. Business readers—from new practitioners to experienced executives—who want to understand how digital analytics can be used to reduce costs and increase profitable revenue throughout the business should read this book. Phillips delivers a comprehensive review of the core concepts, vocabulary, and frameworks, including analytical methods and tools that can help you successfully integrate analytical processes, technology, and people into all aspects of business operations. This unbiased and product-independent primer draws from the author's extensive experience doing and managing analytics in this field.

Table of Contents

  1. About This eBook
  2. Title Page
  3. Copyright Page
  4. Praise for Digital Analytics Primer
  5. Dedication Page
  6. Contents
  7. Foreword
  8. About the Author
  9. Introduction to This Primer
  10. 1. What Is Digital Analytics?
    1. How Does Big Data and Data Science Fit into Digital Analytics?
    2. The Strategic and Tactical Use of Digital Analytics
    3. A Practitioner’s Perspective on Answering the What and the Why with Digital Analytics
    4. Digital Analytics Concepts
    5. Paid, Earned, and Owned Media in Digital Analytics
    6. Digital Analytics for Social Media: Social Analytics
    7. Is Social Media Analytics About Brand or Direct Response?
    8. Social Media Direct Response Analytics
    9. The Incrementality of Social Media
    10. Digital Analytics for Mobile: Mobile Analytics
    11. Understanding Mobile Analytics Concepts
    12. Why Mobile Analytics and How Is It Different from Site Analytics?
    13. The Importance of Measuring Mobile
    14. Digital Analytics Team: People Important for Analytical Success
    15. Digital Analytics and Privacy
  11. 2. The Analytics Value Chain and the P’s of Digital Analytics
    1. The Analytics Value Chain: Process for Tactical and Strategic Success
    2. Understanding What to Analyze
    3. Collecting, Verifying, and Governing Data (Before Analysis)
    4. Reporting and Dashboarding
    5. Analyzing Data and Communicating and Socializing Analysis
    6. Optimizing and Predicting
    7. Demonstrating Economic Value
  12. 3. Methods and Techniques for Digital Analysis
    1. Storytelling Is Important for Analysis
    2. Tukey’s Exploratory Data Analysis Is an Important Concept in Digital Analytics
    3. Types of Data: Simplified
    4. Looking at Data: Shapes of Data
    5. Analyzing Digital Data Using Statistics and Machine Learning
  13. 4. Reporting Data and Using Key Performance Indicators
    1. What Is Reporting and How Does It Happen?
    2. The Five Elements of Excellent Reporting: RASTA
    3. The Difference Between Reporting and Dashboarding
    4. What Is Dashboarding and How Does It Happen?
    5. The Five Elements of Excellent Dashboarding: LIVES
    6. Understanding Key Performance Indicators (KPIs)
    7. Where Does Reporting and Dashboarding Fit in the Analytics Value Chain?
    8. Example KPIs: Averages, Percentages, Rates/Ratios, .Per X., and Derivatives
    9. Real-Time Versus Timely Data: A Practitioner Perspective
  14. 5. What Are Analytics Tools?
    1. To Build or to Buy?
    2. Needing Nothing: When to Keep Your Existing Analytics Tools (Without Replacing)
    3. Balancing Management of Analytics Technology: Should “the Business” or IT Run It?
    4. Selecting an Analytics Tool
    5. Succeeding with Tool Deployment
    6. Business Concerns: Maintenance
    7. Why Do Digital Analytics Tools and Data Decay?
    8. Conclusion
  15. Bibliography
  16. Index