The idea of Meta Analytics (Beyond Analytics) is bringing up to the table a new way of understanding business, so we can measure them in a properly way facilitating a decision making process that brings companies closer to their business results. The current method for measuring performance is through KPIs or Key performance indicators. KPIs were helping us measuring our companies’ performance almost for ever and the feeling was always (at least in my case) that they accomplish that goal when measuring the performance of areas or departments but not when measuring the company’s performance as a whole. The Meta
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All you need to know about the Google Attribution Model which is not much by now
Well, remember that in my past post I was talking about trusting your main source of value to a third party that can have a different objective/s than yours? I also mentioned the example of using Google Attribution Model. Well, if I would be Google I would try with all my might to be the one that sets the standard of the attribution model the people use. Why? Because the attribution model is the one that tells you how and where you should invest your advertising budget. So, apparently Google is aligned with that idea, because has just launched their “free Google Attribution” model.
Continue readingHow to develop a micro-conversions measurement environment
Is much easier to achieve a long term objetive if you break it into short term goals. There’s a big difference in arriving to your office with the pressure of increasing your revenues in 20% than arriving to your office with a list of 5 simple tasks you have to perform in order to drive the company 2% closer to its objetive. Right? It’s great having a long term vision. You have to have it, but that’s something to be defined by the C level since they are in charge of the company vision. Once that the future is clear
Continue readingThe objetive and the real objetive
Since companies are systems, and systems are a set of objects interacting together with a common objetive, the most important thing to understand companies is that objetive. The objetive is everything to understand how a company works, because it defines the way all the “objects” in that organization interact in order to reach it. You can have all the parts of a car, just the right combination of location, adjustments and functioning will make that those parts becomes an vehicle that can transport people. So, if the objetive is so important why some companies don’t define it or communicate it
Continue readingThe Data Driven culture component for startups
Two years ago I’ve been invited by Lorena Suarez to be part of the mentors that help Wayra’s startups improve their analytics skills. At the beginning I was a little confused since I normally work with big companies that not only have an information caos but in several cases they don’t have a data driven culture, which is normally the biggest problem. When the information began to abound big companies started a chase to get the best scientist/Analysts to solve the problem. Later on they began to notice that the problem was not getting solved and the confusion turned no
Continue readingThe US ICT Market optimistic about Analytics and BI investments
According to a report by Forrester Research the total Total U.S. ICT market in 2011 was $962B with the majority being generated from software sales ($208B) followed by Telecom Services ($199B) and IT Consulting and Systems Integration Services ($188B). The following graphic show the U.S. ICT market for 2011. Forrester forecast for analytics and BI are more optimistic. When customer experience and engagement is taken into account, the forecast seems high. Salesforce knows how to translate trial users into customers. The question is can they do this fast enough in 2012 throughout the enterprise and mid-tier accounts to keep up their
Continue readingSocial Analytics the key responsable for making real time marketing come true
I was reading a very interesting research by eMarketer that begins this way ¨Marketers know the value of social data but interpretation remains a challenge¨ and I thought, are we still having the same problems than 10 years ago. I mean, we are not talking about Social Analytics, a pretty new work in ¨the block¨ but at the end the day it´s the same thing. 1. The digital era fill the desks with information: Well, even when this is totally true we can complain about it. Come on, we are talking about it for more than 10 years and is
Continue readingUSING PERSONAS FOR ECOMMERCE LIFTS
As you know, from time to time I love to share with you information from some people I admire. In this case one of the main builders of the Web Analytics industry, Bryan Eisenberg, tell us how to use Personas for generating an eCommerce Lift.
Continue readingInformation vs insights. Towards a data driven culture
One of the basics topics in “data driven culture 101” is understanding that information is not useful itself. I know, you probably read the header and said, I know it is not, however sometimes the obvious it is not that obvious so let’s go for it. Information is just set of data ordered and processed in an specific way that make it relevant for decision making. However the human brain is responsible for the magic of understanding a situation using this information. A tool will never be able to do this. Humans performs very poorly with repetitive processes but are
Continue readingTOWARDS QUALIFIED ANALYTICS PROFESSIONALS
I always enjoyed my analyst role. The idea of trying to find answers in a mess of data and information sounds incredible challenging to me, it is probably (I guess) like an adventure game or something like that (I’m not a expert gamer so I don’t really know the name of those games ). I’ve been an Analyst for more than 14 years and I’ve never got bored, actually the thing is getting even better. However for some reason some people believe that if you want to growth as a professional you have to climb up into the organization, which means, changing your role, which is in
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