actionable web analytics

Deliver Step Change Impact: Marketing & Analytics Obsessions – Marketing Article

Some moments in time are perfect to reflect on where you are, what your priorities are, and then consider what you should start-stop-continue. In those moments, you are not thinking of delivering incremental change… You are driven by a desire to deliver a step change (a large or sudden discontinuous change, especially one that makes things better – I’m borrowing the concept from mathematics and technology, from “step function”). In those moments – common around new years or new annual…

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Closing Data’s Last-Mile Gap: Visualizing For Impact! – Marketing Article

I worry about data’s last-mile gap a lot. As a lover of data-influenced decision making, perhaps you worry as well. A lot of hard work has gone into collecting the requirements and implementation. An additional massive investment was made in the effort to perform ninja like analysis. The end result was a collection trends and insights. The last-mile gap is the distance between your trends and getting an influential company leader to take action. Your biggest asset in closing that…

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