An organization designed around intelligence gained from the data it collects about its customer interactions will have these five characteristics.
Analytics may be multi-channel these days - mobile, digital, social, email, and yes, even "web analytics" as once it was known. Analytics also means audience measurement via surveys and panel-based analytics as part of a site-ranking methodology. Whatever its latest form, analytics only helps when integrated into the creative and decision-making processes of the organization.
Too often analytics itself works in a small building off on the edge of the corporate campus. Occasionally a paper airplane flies into the executive window with a message from the analytics team. And the executive, on his way to a meeting, steps on the folded paper. It sticks to his shoe and by nightfall the janitor has swept it into a dustbin. So ends the influence of analytics in the non-data-driven organization.
Try to imagine an organization that is designed around intelligence gained from the data it collects about its customer interactions. This organization will have at least these five characteristics:
Do you recognize your organization in the above? If so, you're in a great place. But chances are you'll notice where your team is off in some other direction - they're not on the proven path to improvement. And with soaring emphasis on digital enterprise, how long can you afford to be part of that team? Making the necessary changes may not be easy. Failing to take advantage of data is worse.
If your company is going to thrive in the digital marketplace, it will be as a data-driven organization.
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Andrew is a digital marketing executive with 20 years' experience servicing the enterprise customer. Currently he is Managing Partner at Efectyv Digital, a digital marketing consulting company, and Managing Partner at Technology Leaders, a web analytics consulting firm he founded in 2002. He combines extensive technical knowledge with a broad strategic understanding of digital marketing and especially digital measurement, plus hands-on creative in the form of the written word, user-experience and traditional design.
His practice is dedicated to building customers' digital marketing success and helping them save money during the process.
He is a writer, a public speaker and a visual artist as well.
His book "Digital is Destroying Everything—and What Comes Next" will be published by Pearson in the Spring of 2014. He writes a regular column about Analytics for ClickZ, the 2013 Online Publisher of the Year. He wrote the groundbreaking "Dawn of Convergence Analytics" report which was featured at the SES show in New York, and the second report in the series will be featured at the same show in San Francisco.
In addition to speaking at SES, he has presented at eMetrics; and his session was voted one of the top ten presentations at the DMA show in Las Vegas. He is speaking again at the DMA in Chicago in the fall of 2013.
In 2004 Andrew co-founded the Digital Analytics Association and is currently a Director Emeritus. He has designed analytics training curricula for business teams and has led seminars on digital marketing subjects.
He was also an Adjunct Professor at The Pratt Institute where he taught Advanced Computer Graphics for 3 years. Andrew is also an award-winning, nationally exhibited painter.
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