The Art of Digital analytics

Turning Imperfect Data into Better Decisions.

An applied, pragmatic guide to understanding digital analytics, from acquisition to modeling, without relying on any single platform.

This book reflects more than 30 years of hands-on experience designing tools, governing data, and supporting data-informed decisions.

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The Art of Digital Analytics — Kindle cover
4
Major sections
15
Chapters
450+
Pages of content
45
Practical exercises with suggested answers
50+
Figures and tables

Chapters

The book is organized into four parts—Business, Activation, Analysis, and Decision—that guide the digital analytics process step by step.

Hover over or select a section to explore the program

PARTIE IV Decisions lit up Announcement: Business requirements and objectives Data Feeds: Tools, means, and data for analysis Provides : Exploitable perspectives and recommendations PART I Business Affairs Strategic Goals & Objectives Business results and action taken PART II Activation Technical Capabilities & Constraints Information Architecture & Measurement Business Intelligence (BI) tools PARTIE III Analysis Statistics & Analytical Mindset Problem-solving & modeling Impactful synthesis & communication
Section:

I: Business

II: Activation

III: Analysis

IV: Decision

Select a chapter on the left to view its learning details and related practical case.

Companion resources

Interactive tools and practical guides for learning and teaching.

Planning and governance

Assessment and quality

Analysis and recommendation

Reference tools

Instructor resources

Figures and downloads

  • High-resolution book figures
  • Reusable tables
  • Additional templates
Stéphane Hamel

Stéphane Hamel

Author, speaker, and educator in marketing and digital analytics

Stéphane Hamel is known for making complex topics understandable—turning digital analytics, privacy, martech, and AI challenges into practical insight. Through consulting, teaching, MANTIS, and his new book, he helps teams move from technical complexity to better decisions.

  • More than 30 years of experience in digital analytics and marketing technology
  • Creator of the Digital Analytics Maturity model DAMM, WASP, Da Vinci Tools and now MANTIS
  • MBA and executive-level instructor at Université Laval

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