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
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.
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.