Digital Analytics Primer

Introduction to This Primer

This primer provides a broad overview of digital analytics in the context of understanding the people, process, and technology necessary to create value from it. It was written to be a stand-alone contribution to the canon of knowledge about business analytics; however, this book provides the basic information necessary to maximize your understanding of my longer book, Building a Digital Analytics Organization. This primer contains new content and also some content that also exists in my other book. Overall, this primer can teach you what you need to know when beginning to understand digital analytics or as you continue your immersion. To that end, the following topics are covered:

• Review of the fundamentals of digital ...