The very best analysts distill, rather than dilute. The very best analysts focus, when most tend to scatter. The very best analysts display critical thinking, rather than giving into just what’s asked of them. The very best analysts are comfortable operating with ambiguity and incompleteness, while all others chase perfection in implementation / processing / reports. The very best analysts know what matter’s the most are not the insights from big data but clear actions and compelling business impact communicated simply. The very best analysts practice the above principles every day in every dimension of their jobs. When I interview…
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For the last decade (#omg!), I’ve consistently complained about a fundamental flaw in Web Analytics tools: They incentivize one night stands, rather than engagements matching customer-intent. This leads to owners of digital experiences (insanely) expecting all visitors to their websites to convert right away – anything less than that is a failure. Damn the intent the customer is expressing. [Sidebar] I’m experimenting with sharing short stories via an insightful newsletter. I’d love for you to sign up: The Marketing Analytics Intersect. Thanks! [/Sidebar] It also results in Marketers obsess about awful things like last-click conversions (die last-click attribution die!). They…