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 ...
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