How to Get from Analytics to Insight
(By Tom Cunniff) I met recently with the global director of digital for a big, well-known brand. He wanted to talk about analytics and insights. Or, to be more accurate, the abundance of analytics and the paucity of insights. "I'm out of ideas for what to add," he said with a frown. "I have a feeling we're eternally this close to the answer," he said, holding his fingers a whisker apart, "but I just can't imagine what we are missing."
"Can you show me what your analytics look like?" I asked. He nodded and led me into a conference room. It instantly looked familiar. Read entire article here >