eMetrics Summit Interview Series: Keynote Adam Greco at Analytics Demystified
In anticipation of his keynote presentation at eMetrics Summit in San Francisco, April 3-6, 2016, we asked Adam Greco, Senior Partner at Analytics Demystified, a few questions about pursuing digital marketing efficiency and effectiveness. Check out his interview in relation to his eMetrics Summit keynote presentation entitled, A Decade of #Measure.
Q: What’s the most valuable thing you learned in 2015? What’s the most important goal/trend for digital analysts to keep in mind as they look ahead to 2016?
A: As the digital analytics industry matures, I have learned how important it is to link digital data to other data sources to generate synergistic effects. Whether it is behavioral data and Voice of Customer data or behavioral data and session replay data, analysts need to move from understanding “what” people are doing to “why” they are doing it and seeing that in a more holistic manner
Q: What’s the latest analytics method/process/tool set that you have implemented and what advice would you give others?
A: Sadly, the latest method that I recommend isn’t really anything new. I am astounded by how frequently I see companies doing digital analytics without any real business requirements driving the effort. This was common in the early days of digital analytics when everyone was rushing to gain a competitive advantage by tracking everything they could. But as the use of digital analytics matures, it is essential that organizations take a look at what they are measuring via digital analytics and determine if it is correct or just creating noise. This can best be determined by working with internal stakeholders to document the actual business questions/requirements that need to be answered and mapping the digital analytics data points to these questions/requirements.
Q: What do you wish you could tell your five-years-ago self about this industry?
A: I would tell my past self that in the future data storage will be much cheaper and to begin collecting data from various digital tools (Adobe/GA/Salesforce/Marketo, etc…) in a data warehouse where it can all be time-stamped and tied together via primary keys.
Q: Sneak preview: Please tell us a take-away that you will provide during your talk at the eMetrics Summit.
A: In my keynote session at eMetrics, I will be sharing many of the lessons I have learned about how to be successful in digital analytics. These lessons will be shared from real-world stories I have encountered during the past decade. These lessons will hopefully help the audience improve their analytics programs and possibly avoid mistakes I have seen companies make in the past.