Brand is what you do, not what you say.
You might not agree with these opinions, but hey, it’s a good idea to get out of the echo chamber once and awhile, don’t you think?
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Another eMetrics (Toronto) has passed and I have to say this: Web Analysts and Marketers proved once again they are up to the task of continuously improving the Productivity of their efforts!
At the same time, (and as I expressed during the sessions on the analytical culture), I fear that many in the web analyst community are becoming very “inwardly focused”. They tend to talk more among themselves about the pennies they are making / saving while tripping over the dollars that are right there to be had if they reached out to other analytical disciplines in the company or measurement community.
Many among us knew this was a danger from our BI experiences. If all you ever do is talk to each other about new shiny objects, your contribution to the business effort can suffer. BI struggles every day with this weight, the challenge of being labeled “really smart but irrelevant”. I don’t think we want this to happen to WA.
So with this backdrop, some of the conversations I heard at eMetrics Toronto about certain measurement practices were disturbing. For example, it seems very few people are measuring their customer contact efforts properly, and in time this lack of analytical rigor is going to damage the WA effort for all practitioners.
The web analytics conference season is upon us and I find myself sitting on several panels dealing with analytical culture issues.
“The Culture” is a tremendously important issue and am pleased to see the progress since developing the Creating and Managing the Analytical Business Culture course for the WAA.
At eMetrics Toronto, I will be moderating a Round Table discussion group called “Getting Buy-in and creating an Online Analytics Culture” and on a panel moderated by Jim Sterne called “From Web Analytics to Online Intelligence“. At Webtrends Engage, I’ll be on a panel called “Socialization of Data” moderated by Barry Parshall.
With all this activity surrounding the Analytical Culture, I can’t help but suggest 3 books for those of you who are interested in / struggling with these analytical culture issues. The first book you probably know about, but for the sake of providing a complete toolkit, I include it – best book for “CEO buy in” I can think of.
The 2nd two books are probably off your radar screen because they deal with organizational issues, but trust me, these are the concepts the senior people need to understand to get any action going. I find the biggest impediment to creating a proper analytical culture is the “roadmap” problem, and these two books together pretty much spell it out for you, including lots of tools to get you moving.
Here’s the list: