(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
(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
(First published in the WAO/FACTOR Newsletter in September 2012) I know. The title of my article this month sounds very much academic. Don’t worry; it isn’t. Not that I do not have that kind of ambition. I have always been attracted by academia, but I most certainly do not pretend having the essential qualities for … Continued
Here I am, back from Berlin, after what was I think a great first edition for X Change in Europe. I just read Gary Angel’s account, which is quite on the money; Gary’s firm, Semphonic, was the conference main organizer. I thought the general atmosphere was excellent, and particularly interesting with people from a wider … Continued
At the end of the month, I will have the pleasure (I already know I’ll love it) to attend the first European edition of X Change in Berlin. Those few who have been reading this blog for the last few years know how much I love that conference which I have attended every year since 2007 … Continued