CHAPTER 14
Nurturing the Culture and Practice of Accountability
The real revolution in data will be a change in organizational behavior and culture—and those changes are hard and take time. Many organizations will struggle with the shift, and frankly, many will be usurped by new competitors who grow up natively with this new worldview.
—SCOTT BINKER, CHIEF MARKETING TECHNOLOGIST, 2013
ORGANIZATIONAL CULTURE IS CRUCIAL TO DASHBOARD SUCCESS
Marketing analytics dashboards (MADs) are not culture-neutral. They require the spark of an organization that desires to market smarter, and they create a fire that purifies and further flames this desire. In our experience, certain cultural factors provide an ideal breeding ground for the MAD idea:
- The perceived ...
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