One of the themes we talked about at the 2010 Vision webinar was how a strategy around analytics is going to move from being a "nice to have" to "need to have" component to online marketing strategies.
With the proliferation of new digital channels such as social media, video and mobile, the management of data and then enabling analysis and action from that data is going to become a much bigger challenge.In a few years, we'll look back on this period as the end of the slow days of online...when all you needed to do is concentrate on building your web site and bring people to the site to conduct business.
We're now entering the age of The Data Tsunami. If managing the Tsunami is something that you grapple with day to day, and/or think about late at night, you might like to take a look at the white paper I just published:
I'd like to hear what you think of the centralized and cooperative plan I've laid out, especially the need to appoint an "analytics czar" to bring governance and vision to the management of digital analytics.
The idea of creating a centralized office or C-level person for analytics may sound somewhat "pie in the sky" especially if your organization still has a silo style method of dealing with web analytics, or user experience testing, for example. Or, your organization may consider that mass distribution of Google Analytics is in of itself a strategy.
The availability of free Web analytics tools has not necessarily led to an increased use of analytics data to make business decisions. Even though Web analytics is available for free, the mistake that many make is that they believe that having the software is enough to provide answers. It’s checking the box off: Yes, we have Web analytics; now let’s move on.
As we move forward in 2010,I think it's clear that organizations that have not grasped the concept of analytics centralization and governance will be at a significant competitive disadvantage due to their inability to move digital data out of silos and into the hands of senior business executives, as well as managers who run the day to day marketing, commerce and content operations.
I hope the whitepaper will give you something to think about and hopefully help you plan for managing the Data Tsunami. Let me know what you think.
By the way...we'd love to see you at the Semphonic Think Tank in Wash DC on May 12-13. Featuring in depth Omniture training, Voice of Customer and analytics integration, and lots more.