Ecommerce Analytics: Analyze and Improve the Impact of Your Digital Strategy (FT Press Analytics) - Hardcover

Phillips, Judah

Hardcover

ISBN 10: 0134177282 ISBN 13: 9780134177281

Publisher: Pearson FT Press, 2016

Synopsis

Today's Complete, Focused, Up-to-Date Guide to Analytics for Ecommerce

• Profit from analytics throughout the entire customer experience and lifecycle
• Make the most of all the fast-changing data sources now available to you
• For all ecommerce executives, strategists, entrepreneurs, marketers, analysts, and data scientists

Ecommerce Analytics is the only complete single-source guide to analytics for your ecommerce business. It brings together all the knowledge and skills you need to solve your unique problems, and transform your data into better decisions and customer experiences.

Judah Phillips shows how to use analysis to improve ecommerce marketing and advertising, understand customer behavior, increase conversion rates, strengthen loyalty, optimize merchandising and product mix, streamline transactions, optimize product mix, and accurately attribute sales.

Drawing on extensive experience leading large-scale analytics programs, he also offers expert guidance on building successful analytical teams; surfacing high-value insights via dashboards and visualization; and managing data governance, security, and privacy.

Here are the answers you need to make the most of analytics in ecommerce: throughout your organization, across your entire customer lifecycle.

About this title

About the Author

Judah Phillips helps companies create value with analytics and data science by improving business performance. Judah has led analytics and data science teams for Fortune 500 companies and has improved their financial performance through the applied analysis of data, the management of analytical and technical resources, and the alignment and optimization of analytics strategy against short-term roadmaps and long-term strategic visions. Judah strongly believes that cutting-edge technology is critical and necessary but often becomes technical overhead unless strategy is aligned with excellence in organizational development, operational management, and delivery execution that is solidly tied to impacting material financial goals. Judah has worked for or been hired as a consultant by Internet companies, media companies, consumer product companies, financial services firms, and various types of agencies.

• He is the sole author of three books on analytics, including Ecommerce Analytics, Building a Digital Analytics Organization, and Digital Analytics Primer. Judah has also authored chapters, edited, or contributed to the development of other books: Measuring the Digital World, Advanced Business Analytics, Sales and Marketing Analytics, Digital Is Changing Everything, The Complete Guide to B2B Marketing, and Multichannel Marketing Metrics.
• He served on various boards of or advised established and start-up technology companies, including global leaders in digital analytics, mobile analytics, ecommerce, mobile apps, and advertising technology.
• He is an Adjunct Professor at Babson College and has guest lectured on analytics and data science at the business schools for New York University, Boston College, Northeastern University, and others.
• He is the former V.I.P. at Harvard Innovation Lab, where he advised Harvard start-ups about analytics and data science.
• He has spoken at more than 70 technology and industry conferences since 2006.

Judah holds a master of science in finance and a master of business administration from Northeastern University and a B.A. from the University of Massachusetts Amherst.

From the Back Cover

Today’s Complete, Focused, Up-To-Date Guide to Analytics for Ecommerce

Ecommerce analytics is not generic analytics. Rather, it encompasses specific, powerful techniques for collecting, measuring, analyzing, visualizing, dashboarding, optimizing, personalizing, and automating data related to online sales and customers.

Ecommerce Analytics is the first focused, coherent, and practical guide to applying modern analytics in ecommerce. Authored by leading consultant and analytics team leader Judah Phillips, it shows how to leverage all your data resources to improve efficiency, grow revenue, reduce cost, and boost profitability.

This landmark guide focuses on using analytics to solve the critical problems ecommerce organizations face, from generating demand to acquiring customers, understanding and shaping digital behavior to accelerating and optimizing conversion, nurturing new customers to re-engaging and retaining former purchasers.

Phillips helps you integrate ecommerce analytics throughout all facets of digital experience, product development, business management, transactions, merchandising, and marketing. You’ll discover techniques for improving strategy, tactics, and experience and measuring performance throughout the customer lifecyle, including mobile, social, and the Internet of Things (IoT).

From building teams and models through choosing platforms and channels, Phillips covers all you need to fully leverage analytics in any ecommerce organization.

Answer the questions that drive ecommerce profits!
Customers: What are the characteristics of my most (and least) loyal customers, and how do I segment them?
Marketing: How do our customers perceive us? Which have the highest lifetime value?
Categories/Products: Which products earn the highest sales or margins? Which are purchased together?
Price/Promotions: What’s the business impact of discounts and promotions?
Channels: How are my channels performing? How do they compare to and complement each other?
Prospects/Customers: Which prospects should I target? What offers will work best?
Optimization/Prediction: What site elements should I test? What products should I order?

Edition details

• Publisher: Pearson FT Press
• Publication date: 2016
• Language: English
• ISBN 10: 0134177282
• ISBN 13: 9780134177281
• Binding: Hardcover
• Edition number: 1
• Number of pages: 368