In anticipation of her presentation at eMetrics Summit in Chicago, June 20-23, 2016, we asked Charlotte Whitmore, Chief Brand Strategist at Analytics Pros, a Charlotte Whitmore imagefew questions about digital marketing analytics. Check out Charlotte Whitmore’s interview in relation to her eMetrics Summit presentation entitled, Analyzing the Analyst – Creating a Complex and Complimentary Culture.

Q: Where does digital analytics sit in your organization and how does it interface with your business units?

Charlotte:  At its core, data is the measurement of human interaction. It is the click that sends flowers halfway around the globe to “The World’s Best Mom.” It is the Like for the YouTube video of your daughter’s first steps. It is the “Book Flight” button for your honeymoon vacation to Fiji. Data isn’t just numbers; it is the story of us. The more we understand it, the more we understand each other.

Never has our ability to collect data been greater. We have mountains of information at our fingertips twenty-four hours a day, but data outside of its human context is meaningless—and confusing. Data requires careful analysis and interpretation so that we might better live in, experience, and interpret the world around us. And more importantly, it requires the wisdom to turn that knowledge into actions that change our behaviors, improve our lives, and solve human problems.

Q: What’s the most important goal/trend for digital analysts to keep in mind for 2016?

Charlotte: Ask Why.  Why are we finding this data?  What question are we answering?  Is this the best way to answer?  Why.

Q: What do you wish you could tell your five-years-ago self about this industry?

Charlotte:  Hold on tight because it is going to be a better ride than you can imagine.  We have come so far in digital analytics and still have so far to go!  I would also tell myself that tag management is coming soon – so don’t worry.

Q: Sneak preview: Please tell us a take-away that you will provide during your talk at the eMetrics Summit.

Charlotte: Your team dynamic matters and will affect not only the data you collect but how that data is used by your customer.  Look hard how you work as a team and what hires could help round you out to be the most effective team possible.

Q:  What about the digital analytics industry makes your heart sing?

Charlotte:  Digital Analytics represents growth and possibility.  This industry is not about the most degrees or where you went to school but instead, it is about how you think and answer questions.  Millennials can have amazing career trajectories in analytics over a relatively short period of time (with lots of hard work!).  Digital Analytics = Job Growth for a generation that is otherwise struggling.


Don’t miss Charlotte’s presentation, Analyzing the Analyst – Creating a Complex and Complimentary Culture at eMetrics Summit in Chicago this June 20-23, 2016.  Click here to register for attendance.

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