Building Your Analytics Dream Team · Building Your Analytics Dream Team Navigating the Waters of Digital Analytics though Mapping Digital Analytics Capability Needs @CalebWhitmore
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© 2016 Analytics Pros, Inc.
Building Your Analytics Dream Team
Navigating the Waters of Digital Analytics though Mapping Digital Analytics Capability Needs
@CalebWhitmore, co-founder & chairman @AnalyticsPros
© 2016 Analytics Pros, Inc.
We blend the art and science of digital analytics to narrow the distance between our
clients and their customers
© 2016 Analytics Pros, Inc.
© 2016 Analytics Pros, Inc.
What We’ll Cover
1. Why capability mapping matters
2. My Digital Analytics Capabilities Model
3. Using this framework to assess yourself, your team, your organization or your client
4. The DAA Competency Framework & Individual Assessment
© 2016 Analytics Pros, Inc.
You have an awesome development team that can implement anything, but you have no organizational alignment and direction on what data needs to be collected
When Analytics…Just Doesn’t Work
https://alexgoecks.wordpress.com/2011/02/21/cool-bridges-from-around-the-world/bridge-to-nowhere-norway/
© 2016 Analytics Pros, Inc.
You have the best data science capabilities, but nothing to crunch
When Analytics…Just Doesn’t Work
https://memegenerator.net/instance/19892081
© 2016 Analytics Pros, Inc.
You know what data you need, why you need it, but implementation seems futile
When Analytics…Just Doesn’t Work
https://en.wikipedia.org/wiki/Borg_(Star_Trek)
© 2016 Analytics Pros, Inc.
Analytics Process
© 2016 Analytics Pros, Inc.
Data In, Data Out
An Observation
• Analytics systems collect, process, and report data
• It is easy to define requirements and capabilities for these systems
• It’s much harder to define what’s needed for the people involved
• What are the capabilities an organization needs?
• How do you know where deficiencies are?
© 2016 Analytics Pros, Inc.
Digital Analytics Capabilities Model
© 2016 Analytics Pros, Inc.
OUT INBIZ
TECH
© 2016 Analytics Pros, Inc.
OUT INBIZ
TECH
© 2016 Analytics Pros, Inc.
OUT INBIZ
TECH
© 2016 Analytics Pros, Inc.
OUT INBIZ
TECH
© 2016 Analytics Pros, Inc.
OUT INBIZ
TECH
STRATEGY
IMPLEMENTATIONEXTRACTION
ANALYSIS
© 2016 Analytics Pros, Inc.
OUT INBIZ
TECH
STRATEGY
IMPLEMENTATIONEXTRACTION
ANALYSIS
© 2016 Analytics Pros, Inc.
OUT INBIZ
TECH
STRATEGY
IMPLEMENTATIONEXTRACTION
ANALYSIS
© 2016 Analytics Pros, Inc.
OUT INBIZ
TECH
STRATEGY
IMPLEMENTATIONEXTRACTION
ANALYSIS
© 2016 Analytics Pros, Inc.
OUT INBIZ
TECH
STRATEGY
IMPLEMENTATIONEXTRACTION
ANALYSIS
© 2016 Analytics Pros, Inc.
OUT INBIZ
TECH
STRATEGY
IMPLEMENTATIONEXTRACTION
ANALYSIS
© 2016 Analytics Pros, Inc.
Using the Model
© 2016 Analytics Pros, Inc.
Client Analysis
Using the ModelFor an Organization
• Moderate strategic capability
• Moderate implementation capability
• Very limited reporting capability
• Limited analysis capability
Actions:• Invest in training to grow Strategy and
Implementation capabilities
• Engage vendor to support extraction and analysis in near to mid-term
© 2016 Analytics Pros, Inc.
Rules of Engagement
Using the ModelFor Anyone
• This is a model – use it as such
• Choose either to be subjective and go with qualitative sense, or create a survey and scoring model to chart things out
• Scale of the review will have an impact – larger teams need quantitative approach, individuals and smaller teams a qualitative approach can work as a guide
• Adapt this to your needs and integrate it with the DAA Competency Framework
© 2016 Analytics Pros, Inc.
Industry Collaboration & Standards
The DAA Competency Framework
• Created through industry input – dozens involved
• Defines Experience Levels and Professional Tracks
• Available from http://www.digitalanalyticsassociation.org/competency-framework
• Includes self-assessment tool and corresponding job descriptions
© 2016 Analytics Pros, Inc.
© 2016 Analytics Pros, Inc.
Worth Your Time!
DAA Self Assessment
• Self-paced and self-guided
• Takes you through questions that relate to skill levels and tracks
• Provides results with planning and direction for growth
• http://www.digitalanalyticsassociation.org/self-assessment
© 2016 Analytics Pros, Inc.
Building Your Analytics Dream Team
Navigating the Waters of Digital Analytics though Mapping Digital Analytics Capability Needs
@CalebWhitmore, co-founder & chairman @AnalyticsPros
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