Digital Analytics Primer

Index

% new customers KPI, 153

% of X from source N KPI, 152-153

90/10 model, 160

accuracy in reporting, 123

ad networks, 29

ad-hoc reporting, 121

advanced applied analysis tools, 164

advertising

earned media, 29-30

mobile advertising, 54

owned media, 29

paid media, 28-29

affiliate marketing, 28

AJAX (Asynchronous JavaScript over eXtensible Markup Language), 23

algorithmic attribution, 27, 116

analysis

Bayesian, 88

defining, 71

storytelling, importance of, 83

analytics team, managing, 56-57

analytics tools, 159-166

building

versus buying, 166-171

reasons for, 167-170

categorizing in ReDCARPS framework, 160-162

decay, reasons for, 193-195

deploying, 188-191

existing tools, when to keep, 171-172

maintenance, 191-193

management ...

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