Digital Analytics finally got out of beta. I would say that it is now, no doubt, in full-release mode. Thirteen years ago, when I started consulting in Web Analytics (what it was called then), I would spend half my time telling organizations that data was created from all that activity on their Web sites. Most … Continued
This is probably the 907th article about Analytics you have read this month. Not all, but certainly the vast majority of them are most probably about how darn fantastic data and analytics are, and that you should do it, and that you should become a data-driven company, etc. Very few of them will simply state … Continued
(First published in the WAO/FACTOR newsletter – December 2012) In this age of data everywhere, of analytics on every lip, of promises of insights on every tweet and blog post, there is no denying that Marketing analytics very heavily relies on technology. Maybe even too much, one could even say. Heck, it is after all … Continued
(First published in the WAO/FACTOR newsletter in August 2013) Quite a lot of Digital Analytics, and plain Analytics for that matter, is about optimization. I mean by optimization the whole set of activities, with analytics and testing at their foundation, done in order to improve the ratio of X doing Y. The most typical manifestation … Continued
(First published in the WAO/FACTOR newsletter in July 2013) Decision Making – Finally, I am now discussing the last part of my Analytics Governance model I started presenting in February. This is also the most complex, because it has been the object of very few articles, blog posts, book chapters, etc. Mainly, it deals with making … Continued
Recently, I decided to make available some of my presentations about various Digital Analytics questions. I spend a LOT of time thinking and writing about analytics in order to improve myself as a consultant, and making you profit from those efforts along the way! My pleasure. You should download the presentation(s) you are interested in, … Continued
(First published in the WAO/FACTOR newsletter in June 2013) Results Sharing Governance – I will not surprise you if I say that without efficient result sharing strategies and processes, all your efforts in analytics will be for naught. Strangely, this is one area of Analytics Governance where I see many, many organizations doing a lousy job. … Continued
(First published in the WAO/FACTOR newsletter in May 2013) Analysis Governance – By Analysis Governance I basically mean the framework within which analyses will be performed. In other words, of all the possible metrics we can collect data about, which ones should we focus on so that we know we are executing the digital strategy flawlessly? … Continued
(First published in the WAO/FACTOR Newsletter April 2013) Data Governance – Everything starts here. Well, not exactly; everything starts at determining first what needs to be measured. However, we can all agree that, as the saying goes, if we let garbage get in we’ll only churn out garbage. This why how we collect and manipulate data … Continued
(Originally published in the WAO/FACTOR newsletter in February 2013) Governance must be one of the least celebrated aspects of business. Talking about it makes people roll their eyes, and rarely anyone likes to be involved in governance projects. Why should they? Isn’t it governance talking about how business is conducted, and not just actually … Continued