I have the privilege of being the closing keynote speaker at emetrics Toronto this upcoming March. I was really impressed with this conference last year and the quality of the discussion that takes place. Analytics is really more than the numbers behind the business but the complex understanding of how your business is evolving and how consumers are interacting with it.
Here is what I plan to talk about:
Analytics in the Retail World: It is more than just numbers and reports
OK so now you have a bunch of different data sources and a few people
dedicated to be analysts but the business doesn't seem to change,
what's wrong?. In this presentation Simon will talk about the
challenges of driving true analytic change in the traditional report
based retail organization. During this presentation he will address
the normal hurdles of transforming the organization into a true
analytics based business. Analytics needs to be part of everyone's
role with the tools being just that - tools to drive rich insights
that help the business move forward.
The agenda and list of speakers (Mitch Joel, June Li and Jim Sterne to name a few) looks like it will be a great place to be and as dollars continue to shift into interactive marketing and eCommerce it will be more important than ever that we move beyond the reporting and into the deep insights we can provide for the business.
I look forward to seeing everyone there and if you haven't already registered here is the link.
7 comments:
Congratulations on being chosen the final keynote. I am sorry I won't be there to hear the presentation. Let's catch up soon.
Simon - all too often, people think that by getting the data, their job is done.
As you say, there are "normal hurdles". I'm glad you're speaking on this topic.
I hope these hurdles will be less of a surprise to those leading a transition to data-driven marketing.
~June
Hi Simon,
Are we not constrained by how the data is fed into the system, then cross-referenced (data integrity) and finally aggregated? I feel that all too often its not a click of a button. Requires too much prep work and the user needs to have some basic skills in using the tools to get the data to become information. This leads into a viscous cycle of lower adoption, lesser investments and hence ineffective information. How do you build a business case to break this cycle and quantify the benefits? Isn’t this a pre-requisite to building a culture of retail analytics within an organization?
Thanks and regards
Chethan
Very Nice article, digg it!
Chethan,
I think with the simplicity of today's analytics packages most of the information is easy to access. What we lose focus on is that it is not the data that is important but the story it tells.
Data Integrity is key and that works needs to be done up front to ensure it is in place but after that everyone in the organization needs to use the stories that the data provides to help the business move forward.
Simon, Congrats on your selection. That is fantastic.
To your comment and Chethan's questions. We have developed a retail analytics solution that wraps up almost all of the typical analytic steps into 2 steps. Granted the data transformation piece is still to be desired but hey our tool is free and it works. Hopefully it is useful and helps some retailers out there overcome the current enviroment. I am biased but I do think it is a good example of how technology can help identify the single-truth or definitive story of a business based on data.
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