Phillips - Ecommerce analytics : analyze and improve the impact of your digital strategy

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Analyze and Improve the Impact of Your Digital Strategy

Judah Phillips

Publisher: Paul Boger
Editor-in-Chief: Amy Neidlinger
Executive Editor: Jeanne Levine
Editorial Assistant: Sandy Fugate
Cover Designer: Alan Clements
Managing Editor: Kristy Hart
Senior Project Editor: Betsy Gratner
Copy Editor: Cheri Clark
Proofreader: Debbie Williams
Indexer: Ken Johnson
Compositor: Nonie Ratcliff
Manufacturing Buyer: Dan Uhrig

2016 by Judah Phillips
Published by Pearson Education, Inc.
Old Tappan, New Jersey 07675

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First Printing April 2016

ISBN-10: 0-13-417728-2
ISBN-13: 978-0-13-417728-1

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Library of Congress Control Number: 2016930328

Leveraging analytics to improve business results requires first knowing the questions that need to be answered. Ecommerce Analytics is the book to read if you are looking to use data to improve your online performance.

Josh James, Founder and CEO, Domo; Cofounder and Former CEO, Omniture

With U.S. ecommerce sales set to cross $450 billion in 2017, the opportunity in front of you is immense. Yet, it is likely your conversion rates are stuck at 2%. Im excited about Judahs comprehensive tome because it is just what the doc prescribed to help unstick your ecommerce strategies. From cart abandonment to multichannel attribution to lifetime value... Youll get precise guidance to win big!

Avinash Kaushik, Digital Marketing Evangelist, Google; author, Web Analytics 2.0, Web Analytics: An Hour a Day

Are you a digital analyst working for an ecommerce company? Or are you an ecommerce marketer and your boss just asked you to provide more data about your digital efforts? If you are, then you should check out Ecommerce Analytics!

Judah does a great job of making digital analytics for ecommerce logical and easy to understand. If youre a digital analyst familiar with topics like attribution modeling, youll love how Judah discusses the specifics for an ecommerce business.

If youre new to digital analytics youll find the content easy to approach and very actionable. But that doesnt mean that he cuts corners! Judah is really, really thorough! He takes the time to dive into all the different metrics and analysis techniques that you can perform on your ecommerce business.

I put Ecommerce Analytics on my bookshelf and plan to use it whenever I work with an ecommerce companyyou should, too!

Justin Cutroni, Analytics Evangelist, Google; author of Google Analytics and Performance Marketing with Google Analytics

This important book is required reading for anyone who wants to understand how to deliver successful ecommerce analysis and data science. Its instructive and helpful, unifying the subject matter in way that is actionable for leadership, managers, technologists, and analysts.

Raj Aggarwal, Cofounder and CEO, Localytics

Judah has created a must-read book for all digital analysts. Its clearly framed and combines a comprehensive understanding of the topic with a practical flavor only the author can bring through decades of experience. This should be a hit in any college analytics class and will be on my graduate analytic course reading list in the future.

Rand Schulman, Managing Partner, Efectyv Digital; Cofounder, DealSignal; Cofounder, Digital Analytics Association

In Ecommerce Analytics, Judah has delivered a comprehensive survey of the field, covering a broad array of topics important to implementers, analysts, and executives. This book contains a wealth of information that will be valuable in successfully executing an ecommerce strategy.

Bob Page, Director Emeritus, Digital Analytics Association; Internet entrepreneur

Judah has done the impossible. In just a few chapters, he helps you understand the opportunity ecommerce retailers have in front of them, the monumental impact ecommerce analysis can have, the challenges youll face from a management and socialization perspective, and most importantly, how to navigate all of it and get stuff done.

This book is a must-read for those who want to elevate their ecommerce stores to the next level, for the data teams who are tired of shouting into the wind, and for the managers who want to make a more meaningful impact on the organization. It is well researched, carefully thought out, and covers all of the bases. Stop reading this and buy the book already; your company will thank you.

Tommy Walker, Editor-in-Chief, Shopify

Judah has delivered something critical in this remarkable information agea broad, comprehensive summary of the essential elements of digital commerce. Ecommerce Analytics starts by showing whats possible, in stark terms: the size and growth of the market, along with metrics of the leaders. From there, it elaborates on the entire taxonomydefining the end-to-end process, what data to collecthow to analyze itand then most importantly how to interpret it and optimize from there. He even digs into some of the trickiest bits: attribution, governance, and how to organize the company around digital success. Finally, his consistent emphasis on asking business questions and defining the outcomes and measurements before starting to crunch the numbers makes the subject truly accessibleand actionable.