5 reasons why web analytics projects fail (and what to do about it)
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Enterprise Analytics:Problems and Solutions Presentation 11. May 2011
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Roslyn LaytonSenior Director at KleanSilicon Valley Expert in Denmark Evidenced-based marketing
linkedin.com/[email protected]
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Agenda
• What is enterprise analytics?• 5 reasons why enterprise analytics projects fail• How you can succeed
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Enterprise Analytics
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Why Enterprise Analytics Projects Fail
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Jeffrey Pfeffer
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5 Reasons Why Web Analytics Projects Fail
1. Cost
2. Lack of expertise
3. Failure of information
4. Bad news
5. Politics
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Cost
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Lack of Expertise
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Failure of Information
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Bad News
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Politics
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How to Succeed
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How to overcome the problems
1. Budget rules of thumb
2. Get smart
3. Get the right culture and the right leadership
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90/10 Rule
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1/3 1/3 1/3 Staff Technology Consulting
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Thomas Davenport
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Data ≠ Decisions
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Data + = Decisions
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Questions?