It’s the last instalment of our series on Jim Sterne’s white paper, “A Day in the Life of a Digital Analyst”. Throughout his discussions, John explains the benefits of his digital analytics strategy.

Episode 5: The data-driven company

The story:

After pondering how to track and analyse the customer journey across devices with his colleague Ed, John has a lunch meeting with the new CMO. He explains all the advantages of their digital analytics solution, and the discussion continues into how a data culture can be instilled on a company-wide scale.

The excerpt:


The takeaway:

Evidently, your digital analytics tool’s features are essential. But beyond that, the key to success is having buy-in from stakeholders company-wide to a data-driven strategy. Data governance must not be considered as a threat or a means of controlling employees. Each person should be able to find the genuine added value of data governance according to his or her role responsibilities.



Editorial Manager. Bernard is responsible for the content strategy of the AT Internet brand. He has almost 10 years’ experience in technical and marketing writing in the Software industry. A word specialist, Bernard’s job sees him working on many different mediums including blogs, white papers, interviews, business cases, press, infographics, videos etc. His specialist fields? Marketing and digital analytics content of course!

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