Win with Advanced Business Analytics: Creating Business Value from Your Data

MASTER THE DATA

The second stage of the IMPACT cycle is to master the data. Here is where the analyst hopefully shines, uncovering and analyzing all of the data thoroughly that will help answer the critical business questions. The amount of data is vast, and there are many innovative companies that have created data tools and sources that make the analyst’s job easier. Also, high-impact data tools are no longer found only in the large enterprise, so your analysts should have no excuses for not mastering the available data. For example, we had a chance to sit down with Steve Pogorzelski, the CEO of ClickFuel, a company that provides SaaS-based campaign performance dashboards that enable small- and medium-business (SMB) customers to track the effectiveness of their marketing spend. Steve indicated that analytics in the small business segment, like those provided through the 25,000 dashboards for ClickFuel’s customers, is evolving rapidly. Pogorzelski said, “We believe that data provided to SMBs and product providers alike can change the paradigm of how online products and services are sold and purchased in this multibillion category by using information that leads to action. That is, moving from a process experimentation and intuition to one of predictability and analysis.”