Scapegoating Analysts | Recognizing & Preventing A Bad Idea.

Here’s a sign that you’ve arrived as an Analyst or an Analytics team: At the first sign of failure reported by the data, most people blame you (Analyst/Data). Wear it as a badge of honor! It means your analysis has identified insights that are big enough, important enough, that the recipients get instantly worried. Ideally, you live in a culture where good analysis identifying poor performance would be warmly welcomed as an opportunity to learn, an opportunity to change, and, for the bravest cultures, an opportunity to change leadership posture (or leaders). What's often a lot more common is to take the easy way out by sowing doubt, undertaking "rationalizations,"…

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Strategic Marketing Analytics: CMO Dashboards That Rock!

An extraordinary amount of time, effort, $$$ are spent on building dashboards/scorecards for CMOs… Yet, the end result, nearly always, is a useless data puke. It turns out boiling the ocean is hard. To build an effective big picture scorecard for the CMO, that is not data pukey, there are three crucial challenges that have to be solved: Represent the full span of the CMO’s world. Marketing broadly tends to obsess about Paid Media, they have to care about Owned and Earned Media as well – the latter will be the source of 70% – 75% of the incremental conversions! Deliver a roughly apples-to-apples comparison. How do you compare $10…

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