BI Blogs

Many times, I am brought in to help develop KPI’s for an organization. When it comes to the Marketing subject area, I find myself getting most excited by the clickstream data, an often overlooked yet rich source of correlative opportunity for the bold and analytical minds that seem to not exist within the core team itself. While marketing practitioners are some of the most adapt at doing it, I believe they either do not realize themselves to be doing it or more often, the company stigmatizes them as non-analytical, sales oriented as opposed to the true data analysts that they are. After all, didn’t Market Research originate out of Marketing, which tend to house the company’s statisticians? Here is a sample dashboard for measuring Marketing Efficacy.