Building a Digital Analytics Organization: Create Value by Integrating Analytical Processes, Technology, and People into Business Operations

8. Optimization and Testing with Digital Analytics: Test, Don’t Guess

Multiple maturity models, such as those created by Bill Gassman at Gartner and Stephane Hamel at Cardinal Path, suggest a mature digital analytics program will perform work focused on the nebulous and abstract concept “optimization.” This word will inevitably and always enter conversations about digital analytics. The work of the analytics team may be referred to as “optimization.” A digital analyst may have a conversation like this, “What will the data be used for?” says the analyst. “Optimization of the site” claims the businessperson. “Optimization” as a general concept makes sense at first glance. The word simply means “improvement.” Using the data to improve the business ...