This week, we’re continuing to explore Jim Sterne’s white paper, “A Day in the Life of a Digital Analyst”. Let’s catch up on the adventures of John, a digital analyst, who is determined to help his colleagues understand the power of digital analytics.
Episode 2: “What’s the end game?”
After convincing the head of Advertising of the importance of tagging, John must now face last-minute data demands from Product Marketing. What starts as a tense conversation about the need for numbers evolves into an insightful exchange about which data truly matters. By offering a digital analyst’s perspective, John helps his co-worker discover some “hidden gems” and new marketing opportunities.
Old habits die hard! Beware of always looking to the same old metrics for your answers. Don’t be afraid to think more largely when analysing your data, and cross-compare unexpected metrics. When examined together, certain disparate data can sometimes paint a surprising but valuable picture. Who better to guide this exercise than the digital analyst? Beyond a simple knack for numbers, the digital analyst has a different way of thinking about data that can help us discover new insights, solve problems and identify new opportunities.
In case you missed Episode 1, you can find it here.