While you may never have to battle gangs of ninjas, jump from flaming helicopters, or defeat eye-patch-laden villains in bloody shootouts, an entirely different type of action is required of today’s marketer.
If you’re facing opposition in the form of endless reporting that never seems to make a difference, it might be time to find the hero within and add some action to your everyday work life. Are you ready to act strategically, rally supporters and face the adventure of changing your organization for the better?
Every week, our sister publication MarketingSherpa holds a free book giveaway featuring volumes that help marketers reach more customers, navigate the workplace, or just generally do their jobs more effectively.
This week’s book is Web Analytics Action Hero: Using Analysis to Gain Insight and Optimize Your Business by Brent Dykes, Evangelist for Customer Analytics, Adobe.
Editor’s Note: This contest has concluded, but be sure to check back on the MarketingSherpa Book Giveaway page for a new contest every week. You can also get notified of new contests from the Best of the Month Newsletter.
You’re probably wondering, “How can a Web analytics book help me discover my inner Lara Croft or Indiana Jones?” Brent has worked with industry leaders such as Microsoft, Sony, EA, Dell, Comcast and Nike. He also blogs for Adobe and has presented at more than 20 Web analytics conferences around the world.
He is a seasoned expert in using data to transform the way we do business. If anyone can tell you how to start driving actionable, data-driven change and defeat the organizational villains we all face, it’s Brent.
His book keeps an entertaining tone while being packed with informative models and examples of how to drive fact-based marketing decisions. It is essentially a how-to for becoming an action hero of science-based marketing and analysis.
The book did a great job reinforcing some of the things I’ve learned on the job as a MECLABS Optimization Analyst, planning strategy and experiments that fuel the content we produce at MarketingSherpa and MarketingExperiments.
Brent speaks to real-life work situations, and since reading his book, I’ve been able to deliver actionable analyses more effectively and use his models to become better at my job in Web optimization.
I had a chance to speak with the Web Analytics Action Hero himself to pick his brain on what it takes to be the Han Solo of the office.
MarketingExperiments: Who does data-driven analysis apply to, and why should they read your book?
Brent Dykes: Well, I think being data driven and using analysis is really important. The hype around big data has obviously created more of an interest in using and understanding data. I come from a marketing background, and I’ve worked in marketing long enough to remember those days where the vast majority of marketing decisions were being made on intuition—not data.
The digital channel has revolutionized the way we market today. It has ushered in new measurement opportunities that weren’t possible before. In general, it is easier to track digital media than traditional media, and you can get more granular detail as well. With all of the new metrics at the disposal of marketers, the data is susceptible to being misused.
It can’t be, “Hey, I wonder what metrics will make my campaign look good.” Being data-driven isn’t just about using data; it’s about using the right data in the right ways.
I think more people, not just analysts, are realizing they need to understand the data a little bit better.
I haven’t seen it 100% yet, but I think their managers are holding them more accountable to the numbers. So, I think everybody needs to embrace data-driven marketing, and that’s executives all the way down to the interns. Everybody needs to learn.