Beschreibung
InhaltsangabePreface xv Acknowledgments xvii Chapter 1 The Challenge of Business Analytics 1 The Challenge from Outside 5 The Challenge from Within 9 Chapter 2 Pillars of Business Analytics Success: The BASP Framework 15 Business Challenges Pillar 18 Data Foundation Pillar 20 Analytics Implementation Pillar 22 Insight Pillar 26 Execution and Measurement Pillar 29 Distributed Knowledge Pillar 31 Innovation Pillar 32 Conclusion 33 Chapter 3 Aligning Key Business Challenges across the Enterprise 35 Mission Statement 36 Business Challenge 38 Identifying Business Challenges as a Consultative Process 39 Identify and Prioritize Business Challenges 41 Analytics Solutions for Business Challenges 45 Chapter 4 Big and Little Data: Different Types of Intelligence 51 Big Data 57 Little Data 61 Laying the Data Foundation: Data Quality 62 Data Sources and Locations 65 Data Definition and Governance 69 Data Dictionary and Data Key Users 72 Sanity Check and Data Visualization 72 Customer Data Integration and Data Management 73 Data Privacy 74 Chapter 5 Who Cares about Data? How to Uncover Insights 77 The IMPACT Cycle 79 Curiosity Can Kill the Cat 82 Master the Data 86 A Fact in Search of Meaning 87 Actions Speak Louder Than Data 88 "Eat Like a Bird, Poop Like an Elephant" 89 Track Your Outcomes 91 The IMPACT Cycle in Action: The Monster Employment Index 92 Chapter 6 Data Visualization: Presenting Information Clearly: The CONVINCE Framework 95 Convey Meaning 97 Objectivity: Be True to Your Data 99 Necessity: Don't Boil the Ocean 101 Visual Honesty: Size Matters 103 Imagine the Audience 104 Nimble: No Death by 1,000 Graphs 107 Context 107 Encourage Interaction 109 Conclusion 109 Chapter 7 Analytics Implementation: What Works and What Does Not 113 Analytics Implementation Model 117 Vision and Mandate 118 Strategy 119 Organizational Collaboration 121 Human Capital 122 Metrics and Measurement 123 Integrated Processes 124 Customer Experience 125 Technology and Tools 125 Change Management 126 Chapter 8 Voice-of-the-Customer Analytics and Insights 131 By Abhilasha Mehta, PhD Customer Feedback Is Invaluable 132 The Makings of an Effective Voice-of-the-Customer Program 137 Strategy and Elements of the VOC System 152 Common VOC Program Pitfalls 162 Chapter 9 Leveraging Digital Analytics Effectively 165 By Judah Phillips Strategic and Tactical Use of Digital Analytics 173 Understanding Digital Analytics Concepts 174 Digital Analytics Team: People Are Most Important for Analytical Success 184 Digital Analytics Tools 187 Advanced Digital Analytics 191 Digital Analytics and Voice of the Customer 192 Analytics of Site and Landing Page Optimization 194 Call to Action: Unify Traditional and Digital Analytics 195 Chapter 10 Effective Predictive Analytics: What Works and What Does Not 199 What Is Predictive Analytics? 201 Unlocking Stage 203 Prediction Stage 206 Optimization Stage 210 Diverse Applications for Diverse Business Problems 213 Financial Service Industries as Pioneers 214 Chapter 11 Predictive Analytics Applied to Human Resources 223 By Jac Fitzenz, PhD Staff Roles 225 Assessment: Beyond People 226 Planning Shift 229 Competency versus Capability 229 Production 230 HR Process Management 231 HR Analysis and Predictability 232 Elevate HR with Analytics 233 Value Hierarchy 235 HR Reporting 237 HR Success through Analytics 238 Chapter 12 Social Media Analytics 247 By Judah Phillips Social Media Is Multidimensional 249 Understanding Social Media Analytics: Useful Concepts 251 Is Social Media about Brand or Direct Response? 254 Social Media "Brand" and "Direct Response" Analytics 255 Social Media Tools 259 Social Media Analytical Techniques 262 Social Media Analy
Autorenportrait
InhaltsangabePreface xv Acknowledgments xvii Chapter 1 The Challenge of Business Analytics 1 The Challenge from Outside 5 The Challenge from Within 9 Chapter 2 Pillars of Business Analytics Success: The BASP Framework 15 Business Challenges Pillar 18 Data Foundation Pillar 20 Analytics Implementation Pillar 22 Insight Pillar 26 Execution and Measurement Pillar 29 Distributed Knowledge Pillar 31 Innovation Pillar 32 Conclusion 33 Chapter 3 Aligning Key Business Challenges across the Enterprise 35 Mission Statement 36 Business Challenge 38 Identifying Business Challenges as a Consultative Process 39 Identify and Prioritize Business Challenges 41 Analytics Solutions for Business Challenges 45 Chapter 4 Big and Little Data: Different Types of Intelligence 51 Big Data 57 Little Data 61 Laying the Data Foundation: Data Quality 62 Data Sources and Locations 65 Data Definition and Governance 69 Data Dictionary and Data Key Users 72 Sanity Check and Data Visualization 72 Customer Data Integration and Data Management 73 Data Privacy 74 Chapter 5 Who Cares about Data? How to Uncover Insights 77 The IMPACT Cycle 79 Curiosity Can Kill the Cat 82 Master the Data 86 A Fact in Search of Meaning 87 Actions Speak Louder Than Data 88 "Eat Like a Bird, Poop Like an Elephant" 89 Track Your Outcomes 91 The IMPACT Cycle in Action: The Monster Employment Index 92 Chapter 6 Data Visualization: Presenting Information Clearly: The CONVINCE Framework 95 Convey Meaning 97 Objectivity: Be True to Your Data 99 Necessity: Don't Boil the Ocean 101 Visual Honesty: Size Matters 103 Imagine the Audience 104 Nimble: No Death by 1,000 Graphs 107 Context 107 Encourage Interaction 109 Conclusion 109 Chapter 7 Analytics Implementation: What Works and What Does Not 113 Analytics Implementation Model 117 Vision and Mandate 118 Strategy 119 Organizational Collaboration 121 Human Capital 122 Metrics and Measurement 123 Integrated Processes 124 Customer Experience 125 Technology and Tools 125 Change Management 126 Chapter 8 Voice-of-the-Customer Analytics and Insights 131 By Abhilasha Mehta, PhD Customer Feedback Is Invaluable 132 The Makings of an Effective Voice-of-the-Customer Program 137 Strategy and Elements of the VOC System 152 Common VOC Program Pitfalls 162 Chapter 9 Leveraging Digital Analytics Effectively 165 By Judah Phillips Strategic and Tactical Use of Digital Analytics 173 Understanding Digital Analytics Concepts 174 Digital Analytics Team: People Are Most Important for Analytical Success 184 Digital Analytics Tools 187 Advanced Digital Analytics 191 Digital Analytics and Voice of the Customer 192 Analytics of Site and Landing Page Optimization 194 Call to Action: Unify Traditional and Digital Analytics 195 Chapter 10 Effective Predictive Analytics: What Works and What Does Not 199 What Is Predictive Analytics? 201 Unlocking Stage 203 Prediction Stage 206 Optimization Stage 210 Diverse Applications for Diverse Business Problems 213 Financial Service Industries as Pioneers 214 Chapter 11 Predictive Analytics Applied to Human Resources 223 By Jac Fitzenz, PhD Staff Roles 225 Assessment: Beyond People 226 Planning Shift 229 Competency versus Capability 229 Production 230 HR Process Management 231 HR Analysis and Predictability 232 Elevate HR with Analytics 233 Value Hierarchy 235 HR Reporting 237 HR Success through Analytics 238 Chapter 12 Social Media Analytics 247 By Judah Phillips Social Media Is Multidimensional 249 Understanding Social Media Analytics: Useful Concepts 251 Is Social Media about Brand or Direct Response? 254 Social Media "Brand" and "Direct Response" Analytics 255 Social Media Tools 259 Social Media Analytical Techniques 262 Social Media Analy
Leseprobe
Leseprobe
