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 director New York at Society Consulting. a digital marketing consulting company based in Seattle, Washington. Formerly he was 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.
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 (2013).
In 2004 Edwards 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 three years. Edwards is also an award-winning, nationally exhibited painter. In 2015, his book Digital Is Destroying Everything will be published by Rowman & Littlefield.
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