Data monetisation is

now a topic routinely

discussed at board

meetings

Think digital

intelligence,

not web

analytics

Maintain operational

excellence

Process

Maintain operational

excellence

People

Maintain operational

excellence

People

Number of business units or groups that require analytics support

5 (different product divisions and regions)

1 (single ecommerce site)

Number of internal customers per business unit

20 active users per group (100 total)

5-10 active users

Relative data-neediness of customers

High (data-driven culture, multiple web properties & campaigns)

Low (design-focused culture, physical stores more important than website)

Number of analytics tools used

4 (digital analytics, online surveys, data visualization, statistical package)

2 (digital analytics, testing/optimization)

STAFFING ASSESSMENT

Minimum: 1 program owner + 5 analysts

Minimum: 1 program owner/analyst + 1 testing expert

Analytics teams grow when they

repeatedly demonstrate their success

and positive ROI to key stakeholders