The cycle of analytics [DRAFT]

The Stages of Analytics

1) Guys, we need to report X - give me a trended chart that allows me to compare it over different periods

2) Guys, that was good but what I really need is to understand how to influence the trend, tell me more about it by breaking the trend over serveral relevant dimensions

3) Guys, that still isnt telling me why things are happening, what are you going to do about it? Oh build a multidemensional database? sounds good, here's some cash.

4) Guys, did I not say I wanted these results asap I want to understand 'why'? Where are you with this database thing? Oh, you found some more data and you want to create a "warehouse"?

5) Guys, I really want to start seeing something from my own data, just tell how to increase X. What do you mean too many dimensions? You what? You want to spend money on a fancy front end to display the data looking for insight? jeez, just get me something please!!

6) Ok, I like the sound of this statistical stuff, it sounds very clever. What does it do again? Prevent you from having to manually look at all the different dimensions in the fancy interface I bought you and what? finally shows me how to improve my chart?

7) Right, so this stats thing, its modelling, scoring and I "think" improving my trend, but I'm not sure as it all seems a bit complex and I dont hear anything from you any more. Can't it just tell me something simple about my business so I can do some proper actions myself?

8) What do you mean no one else understands it either?

9) Guys, you've really pissed me off. I've got loads of kit, loads of data but no answers, all I really need is to understand how to influence the trend. I tell you what, I'm going to get an "Industry Expert" in to do some brainstorming and build some decent segment. They might even do some surveying of my customer base instead. That seems simpler...

Best bloggers I've seen recently

I really like the Ad Contrarian and the Grumpy Brit.

Two very strong opinions that make for good reading. There's a general cynicism that I latch onto but on the whole, they talk a lot of sense - also, they dont get bogged down in stupid arguments about "analytics" more about what customers are trying to do and how analytics can be used to back them up!

Check them out!

Ad Contrarian and the Grumpy Brit!

and my favourite video (came via the Ad Contrarian).

Adobe + Omniture

Yeah, I've been quiet for a while.

I then thought better of posting a knee jerk reaction to the purchase by adobe. Although I normally have a talent for saying the wrong thing at the wrong time I actually impressed myself with my restraint and hopefully kept my job because of it.

Needless to say I do have an opinion on the purchase, I think its a good thing but perhaps not for all of the blue sky thinking that seem to bounce around the net whilst people tried to make sense of two companies with relatively different USPs and business models coming together. (btw. adam greco's was my favourite)

I'll I'm going to say is that when one company buys another, its the buyer that sets the agenda. I think there will be a time of reflection whereby Omniture will need to prove its potential growth, expansion and revenue to its new owners before it can set a new future.

I look forward to becoming an Adobe employee!