Digital Analytics

This Zettelkasten on Digital Analytics is a place for collecting ideas, letting them collide and build up over time, and maybe sharing something useful in the process. The system is open to anyone who wants to see it, but there is no index or navigational aid.

Digital Analytics is about discovering, capturing and analyzing data. It’s also about building models to make predictions and personalizing customer experiences for the benefit of the organization. Lastly, it’s about how to accomplish this with a team and integrate it into an organization.

I define Digital Analytics on the basis of 6+2 topics that build on and complement each other.

1. define: What should be achieved, why and how? This is all about discovery.
2. capture: All about data, quality assurance, and even literacy.

Together, define and capture form the base of all further digital analytics work. These three topics form its core:

3. report the status quo
4. analyze to understand the status quo, context, causal connections
5. test to exclude chance and check these causal connections.
6. predict is where the next big step in monetization lies. But it makes no sense to skip ahead to it. Create models to make predictions but also create personalizations and optimize customer approaches. “what-if scenarios”, “attribution models”

Along with these six topics of what digital analytics work entails, there are two “meta” topics:

teamwork on how to get this work done

and

context on interfaces to everyone else inside and outside the organization