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

Judah Phillips

商品描述

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.
 
 
 
Digital analytics can help you grow value in virtually any market or industry in any country. To make the most of it, however, you need to create a highly-effective digital analytics organization--and that's not easy. Self-service reports, relevant dashboards, and other tools and techniques can help.

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. 
 
 
 
 
 
 
 

商品描述(中文翻譯)

從領先的數位分析和數據科學中產生最大的經濟價值。

完整的業務實踐者指南,教你如何從大數據分析中獲利。

建立一個專注、高效、跨職能、以流程為導向的分析組織,並獲得其他團隊的支持、獲得管理層的資金支持,並被業務利益相關方認為是成功的。

在執行數位分析的每個任務中學習和應用最佳實踐,從規劃和策略到優化和展示價值創造。

數位分析可以幫助你在任何市場或行業中增加價值。然而,要充分利用它,你需要建立一個高效的數位分析組織,這並不容易。自助報告、相關儀表板和其他工具和技術可以提供幫助。

但這只是開始。

本指南涵蓋了建立一個充分資源的數位分析團隊所需的一切,並通過IT、市場營銷、財務、執行團隊等跨職能支持和協調,成功地應用分析於業務中。你將學習什麼是「做分析」:創建分析流程和管理團隊;收集和管理數據;分析付費、自有和獲得的媒體;進行競爭和質性分析;測試和優化;定位和自動化;整合數位數據;使用預測建模和其他數據科學等等。

根據多年的先驅經驗,Judah Phillips涵蓋了告訴準確的「數據故事」以回答關鍵業務問題所需的業務管理、流程、技術和分析工作。