Index

A

AB testing, 228-229

process for, 232-235

tools for, 235-237

action verbs, 26

actionability of KPIs, 206

ad hoc reporting, 189

advanced applied analysis tools, 100

advertising optimization, 239. See also targeting

advocates for processes, 27

agenda for planning meetings, 22

alerts in future of digital analytics, 334-335

algorithmic attribution model, 158

analysis

attribution, 155-158

best practices, 159-160

communication of, 46-49

correlation of data, 147-148

data types, 134-135

data shapes. See data shapes

defined, 46-47, 127

EDA, 131-133

experimentation, 153-155

omnichannel analysis metrics, 309-310

probability analysis, 151-153

regression analysis, 148-151

storytelling in, 129-131

analyst goals, 86-87

analyst job posting, 88-91

The ...

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