2. The Analytics Value Chain and the P’s of Digital Analytics

If you have taken a graduate-level business marketing course, you have likely read Philip Kotler’s well-regarded treatise on marketing titled Marketing Management. This essential text teaches the modern marketing student about the four P’s of marketing: price, place, promotion, and product.

Following are the P’s to digital analytics, and these P’s operate within a macro-analytics process called the Analytical Value Chain (AVC). This optimal process of the AVC involves nine analytics P’s as follows:

People. On the team, their skill sets, and the unique experiences and perspective they all bring to the analysis of digital data.

Pre-engagement. All analytical efforts require speaking ...

Get Digital Analytics Primer now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.