In my last blog, I laid out some facts that call into question the extensive effort many organizations put into attributing individual customer sales to individual marketing touch points via common attribution methods. To summarize, Suresh Pillai, head of Customer Analytics & Insights for Europe at eBay, showed that all reasonable attribution algorithms led to         Read More…

 

In a previous blog, I used the evolving business model of the data science crowd-sourcing company Kaggle as an example of how data and analytics can drive new paths to value for businesses in the big data era. But, it’s not just happening within the big data community itself. It’s an evolution that’s actually happening all around us         Read More…

The Perils Of Marketing Attribution

Posted on: April 9th, 2015 by Bill Franks No Comments

 

One of the hottest topics in analytics today is marketing attribution. Attribution, for those unfamiliar, is the process of assigning credit to various marketing efforts when a sale is generated. In the modern world, this is no easy task. There are myriad ways to touch a customer today and the goal of attribution is to         Read More…

Analytics and Exponential, Unpredictable Growth

Posted on: March 12th, 2015 by Bill Franks No Comments

 

If I gave you the choice of winning either $1,000,000 or one penny doubled every day for a month, which one would you pick? The million dollars sounds pretty good, doesn’t it? However, by the time day 30 comes along that penny doubling will be worth more than $5 million due to the power of         Read More…

Is Your CEO Out Of Touch … Or Being Misled?

Posted on: February 12th, 2015 by Bill Franks No Comments

 

In January, The Economist revealed the results of a major study aimed at identifying how businesses that are successful at being data-driven differ from those that are not. Some of the findings are quite expected, and there are a few surprises. For the most part, data-driven organizations seem to be doing a lot of the         Read More…

Peer Into The Analytics Crystal Ball For 2015

Posted on: January 8th, 2015 by Bill Franks No Comments

 

On December 10, I helped facilitate the International Institute for Analytics (IIA) webinar to announce our analytics predictions for 2015. I will provide additional commentary on several of the predictions that I am especially fond of in this New Year’s post. Chief Analytics Officers & Chief Data Officers We had a very good discussion on         Read More…

Ignore Your Business, Rake In The Profits

Posted on: December 11th, 2014 by Bill Franks No Comments

 

Want to uncover interesting ways to drive value from data? Most organizations focus primarily on internal opportunities that support their business, such as understanding customers better, determining how to more effectively price and promote products, or figuring out how to make the supply chain more efficient. These are valuable, but in recent months I have         Read More…

Miss The Right Connections At Your Own Peril

Posted on: November 13th, 2014 by Bill Franks No Comments

 

  Historically, most analytics have had laser focus on specific entities like a customer, a product, a vendor, or a variety of others. When performing analysis, the focus is usually purely based upon facts about each entity. For example, each customer’s individual spend, frequency, and demographics. While such analytics have proven quite valuable, they usually         Read More…

One Question That Can Determine Your Success With Analytics

Posted on: October 28th, 2014 by Bill Franks No Comments

 

I have a simple question for you. At a corporate level, who has end responsibility and accountability for analytics within your organization? The answers that I most often get are “Nobody” or “I don’t know” and the actual names I do receive often differ depending on who I have asked. Someone from Marketing will say         Read More…

Who Gets The Call When Your Analytics Process Crashes?

Posted on: October 9th, 2014 by Bill Franks No Comments

 

I recently had a meeting with one of the largest companies in the world, where we discussed concerns about ongoing maintenance and, more importantly, ongoing repair required for analytics processes. The conversation helped solidify in my mind a major disconnect that often occurs when organizations deploy an analytics process into a production setting. Let’s walk         Read More…