Comments on: Analytics Optimization - Sowing Seeds for Process, Buy-In, and Participation http://paul.webanalyticsdemystified.com/2008/02/29/analytics-optimization-sowing-seeds-for-process-buy-in-and-participation/ Mon, 06 Oct 2008 12:00:14 +0000 http://wordpress.org/?v=2.3.2 By: masood http://paul.webanalyticsdemystified.com/2008/02/29/analytics-optimization-sowing-seeds-for-process-buy-in-and-participation/#comment-110 masood Mon, 10 Mar 2008 16:34:31 +0000 http://paul.webanalyticsdemystified.com/2008/02/29/analytics-optimization-sowing-seeds-for-process-buy-in-and-participation/#comment-110 Daniel You have clarity. We will work together. Cheers Masood Daniel

You have clarity. We will work together.

Cheers
Masood

]]> By: Daniel Shields http://paul.webanalyticsdemystified.com/2008/02/29/analytics-optimization-sowing-seeds-for-process-buy-in-and-participation/#comment-108 Daniel Shields Sat, 08 Mar 2008 02:26:12 +0000 http://paul.webanalyticsdemystified.com/2008/02/29/analytics-optimization-sowing-seeds-for-process-buy-in-and-participation/#comment-108 Gahlord: What I mean by that statement is that, often, companies install analytics based on the coaxing of a 'HiPPO', and with too little preparation as to how and where to weave it into the fibers of the decision process. When this happens, the victory is getting the solution or the analyst into the agency. This, in itself, should produce value to cover the costs and build improvement. But the real value, the analysis, is then overlooked as being the bi-product of the champion's foresight. Analysis then becomes a job or a task relegated to anyone who can perform ad hoc reporting, and not a thriving process feeding the initiatives of the company. How you avoid this is by placing analysis at the core of marketing decisions, advertising prospecting, and as a means to optimization. Get meetings or conversations on these topics focused on results of research to back the choices being made by key personnel. Without analytics, decisions are speculative. After a while, you'll notice your agency, department, or company will start speaking the same language. Design folks will be thinking about testing, budgetary concerns will ask for stats, and the administrative personnel will like measurements of results with attributed functions brought to their attention. It works. Its really amazing when it gets sewn-in. You'll be back here talking about it in a couple months when things start popping. Thanks for the comment. Please keep reading and spread the word. Gahlord: What I mean by that statement is that, often, companies install analytics based on the coaxing of a ‘HiPPO’, and with too little preparation as to how and where to weave it into the fibers of the decision process. When this happens, the victory is getting the solution or the analyst into the agency.

This, in itself, should produce value to cover the costs and build improvement. But the real value, the analysis, is then overlooked as being the bi-product of the champion’s foresight. Analysis then becomes a job or a task relegated to anyone who can perform ad hoc reporting, and not a thriving process feeding the initiatives of the company.

How you avoid this is by placing analysis at the core of marketing decisions, advertising prospecting, and as a means to optimization. Get meetings or conversations on these topics focused on results of research to back the choices being made by key personnel. Without analytics, decisions are speculative. After a while, you’ll notice your agency, department, or company will start speaking the same language. Design folks will be thinking about testing, budgetary concerns will ask for stats, and the administrative personnel will like measurements of results with attributed functions brought to their attention.

It works. Its really amazing when it gets sewn-in. You’ll be back here talking about it in a couple months when things start popping.

Thanks for the comment. Please keep reading and spread the word.

]]> By: Gahlord http://paul.webanalyticsdemystified.com/2008/02/29/analytics-optimization-sowing-seeds-for-process-buy-in-and-participation/#comment-104 Gahlord Tue, 04 Mar 2008 15:44:50 +0000 http://paul.webanalyticsdemystified.com/2008/02/29/analytics-optimization-sowing-seeds-for-process-buy-in-and-participation/#comment-104 Great post. Not a rant at all. More like a useful method for getting a data-driven culture off the ground. Something I'm doing right now. A couple questions, when discussing the sad reality that people often think of their site goals far too late in the process you say "Unfortunately, this is good for the ego of the champion for analytics, but a detriment to properly installing functional analysis at the core of the human resource ecosystem." Could you please elaborate on that just a little more? How is it good for the ego and a detriment to the process? More importantly, what do we do? Also, I can't wait to read more about making the case for math as decision makers are not always math/finance folk. Great post can't wait to read more. Great post. Not a rant at all. More like a useful method for getting a data-driven culture off the ground. Something I’m doing right now.

A couple questions, when discussing the sad reality that people often think of their site goals far too late in the process you say “Unfortunately, this is good for the ego of the champion for analytics, but a detriment to properly installing functional analysis at the core of the human resource ecosystem.” Could you please elaborate on that just a little more? How is it good for the ego and a detriment to the process? More importantly, what do we do?

Also, I can’t wait to read more about making the case for math as decision makers are not always math/finance folk.

Great post can’t wait to read more.

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