- Blog Analytics
- Mobile Analytics
- Social Network Analytics
- Web Analytics
Building an analytics culture is not a science. The politics of building Big Data and analytics technology takes data money, data modeling and data cleansing. Hiring statistics, engineering and math majors to analyze data requires a recruitment drive. But getting staff to use Big Data technology to solve business problems and other staff to rely on analytical conclusions requires building trust in the numbers.
Analytics at Work Authors
Analytics at Work: Smarter Decisions, Better Results talks about creating a culture of analytics in an organization. This book is co-authored by Thomas Davenport, Jeanne G. Harris and Robert Morison. You may buy Analytics at Work: Smarter Decisions, Better Results Google eBook. Davenport and Harris also co-authored Competing on Analytics: The New Science of Winning.
Four Analytics Segments
Analytics at Work: Smarter Decisions, Better Results summarizes the four essential analytics professional segments for creating a culture of analytics: Champion, Professional, Semi-Professional, and Amateur. Regardless of an organization’s data or marketing professional mix, managing the marketing analytics process is an equally challenging one. Generally, Champions and Amateurs provide leadership by identifying business problems that marketing analytics may solve; and they manage the analytics culture implementation process. Professionals and Semi-Professionals develop methodologies and create analytics solutions to resolve these problems. Working together, these four marketing analytics staff segments transform an organization’s data into charts and graphs that tell a meaningful story about a key business problem. The Analytics at Work book has an excellent chapter about how best to manage analytics professionals.