Marketing Leadership

14 Dec Your org chart may be your problem

Org StructureAs humans we’re good at sorting things into piles -- very young children can put all the blocks together in one pile, all the little animals together in another. It’s easy, and we can see the sense in it. Now that we’re grown up, we’re still tempted to group things together that seem similar, but sometimes it slows us down. A lot of businesses group their analytics departments with their IT -- all techies together, we think -- they’ll keep each other company. But there are some genuine costs to this simple choice: when the IT department is in charge of the analytics department, we shouldn’t be surprised if analytics begins to elevate the priorities of the IT department, at the expense of the core values of the company. With analysts under the thumb of IT, the KPIs that are being delivered are about optimizing IT processes.
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07 Dec Why data analyst pushback is good for your company

directing trafficAs a business executive you’ve got a lot to do--your responsibilities are many and varied, and it feels important for the people around you at your company to be team players and smooth the way whenever possible. But what if rather than smoothing your way, that approach is getting in your way, or even causing you to lose your way? Here’s how things usually go: you have an idea about some information that your website can provide, so you go to your web analytics team and tell them what you need. Chances are, you’re going to get it, but maybe you shouldn’t. In order for web analytics to contribute to the core mission of your company, the thing you ought to get from your analytics team is pushback.
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