I am very happy with this first double-digit issue (will this newsletter ever see the day when issue numbers will have three?), especially since our guest writer is June Dershewitz (bio here), who is Director, Digital Analytics at Apollo Group (the parent company of the University of Phoenix, among others), and who used to be one of the earliest professional consultants in what was called Web Analytics up to March this year. She is also the one who came up, together with Eric T. Peterson, with the idea of the now worldwide Web Analytics Wednesday meetings. June was involved in among the most interesting online analytics projects out there for more than a decade. A little over a year ago, June left her position of VP Analytics at Semphonic, and jumped over the fence to join the other side (client’s that is). This month, she offers great tips on how to share analysis results with colleagues, an amazing demonstration of how important (and, oh! so often neglected!) part of an analyst’s job this is.

As for me, I share some thoughts about the purpose of Analytics, and why we should even engage in such activity. I hope to convince you that there is a final goal that we must always keep in mind, especially when we start being amazed at our own brilliance (yes, analysts can have huge egos beneath that modesty varnish).

Welcome to The 10th Issue

Wow! Crossing the 2-digit mark this month (ah! the reasons one can find just to spin something!), and presenting an issue about insight sharing, and analytics relation to value. This month, June Dershewitz, a Digital Analytics veteran, discusses the very important question of result sharing. Don’t believe for an instant that sharing results is simply … Continuer

Guidelines for Sharing Analytical Insights

One of the most interesting and valuable aspects of my job as an analytics practitioner involves sharing analytical insights with people throughout my company. My audience spans the gamut from interns all the way to C-level executives. As a manager and mentor, I often coach analysts on the presentations they’ll deliver to business stakeholders. Here’s … Continuer

Deeds Not Words

It is now a truism that action constitutes the ultimate justification of measurement. Well, is it really? It seems to me that people doing marketing measurement often lose sight of that fact. First, the vast majority of discussions deal in technology. Yes, tools are important, even very much so, but they can’t be the end … Continuer