Yes, your analytics will likely be subject to politics within your company. The presented numbers will potentially impact sales, marketing, and other departments as well. But the digital analyst who comes bearing good or bad news is only the messenger – he or she should not suffer the consequences of (or receive congratulations for) the performance results… Therefore, it’s vital for the digital analyst to find and maintain his or her independence.
I believe analytics are highly political, and analysts ignoring that aspect of their work compromise the chances of success of the whole Digital Marketing / Communications measurement function in their organisation.
Jacques Warren, digital analytics expert and CEO of Kwantyx
Read the full article, “Metrics Are Politics”
Get all tips from this series in one handy PDF guide: Download AT Internet’s The 20 Golden Rules of Digital Analytics