Chapter 2. The Ecommerce Analytics Value Chain

Successful analytical outcomes requires thinking of analytics as a value chain. In my book, Building a Digital Analytics Organization, I postulate a phased-approach to doing analytics, which I call “The Analytics Value Chain.” The value chain envisions analytics as set of sequential activities that provide a logical flow for executing analytics work. Companies may simultaneously be working in one or more of the phases to execute analytics work - especially in globally distributed companies that have matrixed organizations or have many people executing analytical activities. The Analytics Value Chain was created to describe how to think about the level above actually doing analytics work. It answers ...

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