Feb 25, 2013
Data is actionable only if it comes at the right time. So, depending on what kind of action you need to take, "real time" will mean "soon enough so I could do something with it."
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Data is actionable only if it comes at the right time. So, depending on what kind of action you need to take, "real time" will mean "soon enough so I could do something with it."
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Is This the Year Madmen and Analytics at Last Get Married?
Last week, I attended the OmmaMedia Analytics conference in New York. Typically this event draws lots of ad-tention from ad people on M-ad-ison Avenue and this year was no exception.
In the past this conference only served to point up the gulf between web analytics (or more broadly, digital analytics) and what the Madmenandwomen think is important to know about their hugely expensive on line activities. There was (in years past) talk about how “analytics is hard” and “not really that useful” and how Comscore is the equivalent of all things knowable under the noonday sun. It seemed as if the big media agencies saw measurement of those huge spending campaigns as the merest piffle. Or that the on line space was SO COMPLICATED that no analytic effort could hope to tell a story from which a client might get any use.
Continued..