- Customer insight: Mature organizations have a Customer Insight/Analytics team looking beyond online; merging with any relevant data sources as necessary. Even where BI is well entrenched, the analytics practices are significantly different: velocity is much greater; quick & fast decisions capabilities are favoured as part of a more agile, continuous improvement process; and they report to the CMO (Chief Marketing Office) or CRO (Chief Research Officer)
- Top influencers: They do not simply answer c-level requests, they actively influence and participate in how hypothesis are elaborated and questions framed so the research & insight provided is the most strategic and valuable to the business.
- Business analysis: They do not define themselves by the tools they use or the channel they analyze. Their role is closer to one of business analyst: given a business context and an hypothesis, they will work with business stakeholders and subject matter experts, seek out any relevant and valuable piece of information to offer the most optimal and realistic insight and recommendations. From this perspective, low value tasks such as reporting are largely automated and business users are educated and self-served.
Stephane Hamel is a seasoned consultant and authority in online analytics, speaker and teacher, his next speaking appearance includes keynoting at the GAUGE conference in New York, eMetrics New York and London as well at IMC Vancouver and the BI Conference in Montreal. You can also register for the popular full-day workshop Roadmap to online analytics success presented in New York.