October 2012
Beginner to intermediate
398 pages
10h 22m
English
book
Win with Advanced Business Analytics: Creating Business Value from Your Data
by Jean Paul Isson, Jesse Harriott
Content preview from Win with Advanced Business Analytics: Creating Business Value from Your Data
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IMPORTANCE OF MEASURING MOBILE ANALYTICS
Mobile is part of digital analytics. It is simply another channel to consider in the media mix, similar to television or radio. The importance of mobile is often completely underestimated, especially in the area of brand or advertising impact. The data in Exhibit 14.1 show the time spent on mobile compared to the time spent on other channels in the context of advertising spend in those channels.
Exhibit 14.1 Time and Ad Spend for Various Media
Sources: www.emarketer.com/blog/index.php./numbers-major-media-ad-spending/; www.emarketer.com/PressRelease.aspx?R=1008732.
Notice the large gaps in the bars of the histogram between print-related media and mobile in Exhibit 14.1. One could hypothesize from this data that advertising spend on the mobile channel will increase to close the gap between time spent on the mobile channel. The ubiquity of mobile devices, the affordability of wireless technology, the emerging VOIP (voice over IP) and advanced satellite technologies that are enabling mobile coverage across all countries on Earth indicate that more capital will flow into the mobile channel—and especially into advertising. The gap between ad money spent on mobile and time spent on mobile will narrow to look like that of television or radio.
In that gap and the closing of it lay possible huge revenue opportunities for companies innovating with ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.