The eMetrics Summit in Chicago is behind us but the hints and tips linger on. Any one of these is worthy of its own post, but I’m going to summarize here because… who has time?
So, here’s the Too Long ;Didn’t Read version of the most recent eMetrics Summit…
Data mechanics are getting more automated. From tag management to ETL, don’t let your children study data plumbing in school. It’s going the way of the buggy whip.
Real time is real enough. Piping live data into a cloud-based storage and analytics platform and wrangling it fast enough to be responsive online has finally shown up. Yes, you need to be one of the vendors of said platform to really show off how that works… but it does work.
All models are wrong. Some models are useful. Thanks to George Box, these words have helped countless marketers get past the Fear of Math and come to grips with the art of data. It’s not accounting, it’s statistics and statistics does not have to be scary.
Don’t expect the organization to get it all at once. Build confidence by building small models (like churn). Once you have created the line of history, you can convince them to trust the cone of prediction.
Politics are forever. The joy of numbers is that are black and white while people come in all shades of gray and are much harder to read. There is still a divide between IT and analytics and between analytics and marketing. That’s life. Get over it and move forward.
So start experimenting now and lean heavily on the smell test when reviewing results.
Understand the personal values of analytics consumers. “I want to know X.” “Cool. What’s important to you about X?” You’ll know they’ve arrived at the right answer when their breathing deepens and slows.
Brand your organization. Come up with catchy names for specific reports or KPI’s that will appeal to people . Give your department a sports team name or a rock band name. Loosen up a little.
If only you had had 2 full days, in person, to absorb all of this….
New York October 25 & 26, 2016
Milan November 7, 2016
Berlin November 8 & 9, 2016
San Francisco May 14 – 18, 2016
The Official Conference on the Digital Analytics Association