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Building a Digital Analytics Organization: Create Value by Integrating Analytical Processes, Technology, and People into Business Operations by Judah Phillips

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Acknowledgments

I realized a couple years ago that most people I met had no idea what I did for work—even when I told them my job title. Of those who did understand what I was doing, it was because they likely worked in the Internet industry. But few people I met had any experience doing my job, which was running a digital analytics organization. At one time, I think I was one of only a handful of analytics practitioners who worked for a brand and managed people who did digital analysis and combined it with traditional analytics. Certainly, there were analytics teams in brands and in agencies and consultancies, but there were few practitioners who had the opportunity to manage centralized business analytics teams in globally distributed companies ...

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