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Picture the meeting. Someone pulls up a dashboard. The numbers are there — sessions, clicks, conversions, a trendline pointing somewhere. In the buzz of the conversation, something starts dawning on people. Ultimately, everyone in the room realizes that the report being presented is not measuring the metric that matters most. That the truth they neededContinue reading “MEANING IS MADE BY DESIGN”

Yes, it’s a sacrilege, and I acknowledge it wholeheartedly. Analytics and strategy go hand-in-hand in almost all organizations today. Where there’s media planning, brand planning, or business planning, there’s always the analytics person on standby to help build the strategy. There’s also an analytics person — usually the same analyst — who is there toContinue reading “EVOLUTIONARY ANALYTICS | WHY AN ANALYSTS’ CLOSEST PARTNER TODAY ISN’T IN STRATEGY, BUT IN OPERATIONS”