{"id":87,"date":"2020-10-16T00:18:40","date_gmt":"2020-10-15T21:18:40","guid":{"rendered":"https:\/\/rethinkanalytics.ro\/insights\/?p=87"},"modified":"2020-10-22T12:32:54","modified_gmt":"2020-10-22T09:32:54","slug":"the-three-heads-of-digital-analytics","status":"publish","type":"post","link":"https:\/\/rethinkanalytics.ro\/insights\/the-three-heads-of-digital-analytics\/","title":{"rendered":"The Three Heads of Digital Analytics"},"content":{"rendered":"\n

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St\u00e9phane Hamel<\/strong> is a seasoned independent digital marketing and analytics consultant, innovator, teacher, speaker and startup & agency advisor with a strong interest for user privacy and the ethical use of data. You can follow and learn more about him here linkedin.com\/in\/shamel<\/a>.<\/p>\n\n\n\n

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A simple model to empower<\/em><\/strong> your analytics and orient your career.<\/p>\n\n\n\n

I first shared this idea a decade ago while I was working on the Digital Analytics Maturity Model<\/strong>. Since then, I have used this simple schema at countless conferences, in workshops and when teaching to Marketing Masters and MBA\u2019s. The beauty is it sustained the test of time and it is still as relevant today as it was then.<\/p>\n\n\n\n

Since a picture is worth a thousand words, let\u2019s present it right away:<\/p>\n\n\n\n

Business First – Always<\/h2>\n\n\n\n

There is little value in doing analytics if it isn\u2019t to bring actionable insights – otherwise it is merely \u201creporting\u201d at best, and data tinkering at worse. Before digging into the data, an analysis must begin with a thorough understanding of the organizational environment, its strategies and business goals. Those are communicated as requirements – and let\u2019s be honest, also as constraints in the form of internal politics or other decisions which might seem arbitrary at first.<\/p>\n\n\n\n

In an ideal world, the business stakeholder would bring S.M.A.R.T. objectives to the table. However, in my experience, and why I brought the \u201cRadical Analytics Manifesto<\/a>\u201d, this is very rarely the case. That\u2019s why I now advocate for the use of \u201cProduct Thinking\u201d as a way to be more customer centric, capture requirements and align with the business.<\/p>\n\n\n\n

More often than not, you need a business analyst to \u201ctranslate\u201d and bridge the gap between the business vision of what they<\/em> think is the solution and something which can be truly turned into reality. This is the next step in our cycle: enabling capabilities.<\/p>\n\n\n\n

People who are typically strong in this role have the following job titles:<\/strong><\/p>\n\n\n\n