Analysts need to be able to get beyond the numbers and understand what people are trying to do with the data they're asking you to provide. Only then can you supply valuable insights for your clients.
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Analytics can only effectively change your marketing when the rest of the business buys into their importance - from the chief executive all the way down the line.
While there are certainly inherent problems with the typical attribution models in use today, it is possible to overcome them by asking three important questions.
The development of meaningful key performance indicators (KPIs) is often critical to an organization's success, as it sets the tone and the agenda for the business.
Analysts must strike a balance between focusing on substance and focusing on style in order to achieve the perfect data visualization strategy.