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© 2016 Analytics Pros, Inc.

Building Your Analytics Dream Team

Navigating the Waters of Digital Analytics though Mapping Digital Analytics Capability Needs

@CalebWhitmore, co-founder & chairman @AnalyticsPros


We blend the art and science of digital analytics to narrow the distance between our

clients and their customers


What We’ll Cover

1. Why capability mapping matters

2. My Digital Analytics Capabilities Model

3. Using this framework to assess yourself, your team, your organization or your client

4. The DAA Competency Framework & Individual Assessment


You have an awesome development team that can implement anything, but you have no organizational alignment and direction on what data needs to be collected

When Analytics…Just Doesn’t Work

https://alexgoecks.wordpress.com/2011/02/21/cool-bridges-from-around-the-world/bridge-to-nowhere-norway/


You have the best data science capabilities, but nothing to crunch


https://memegenerator.net/instance/19892081


You know what data you need, why you need it, but implementation seems futile


https://en.wikipedia.org/wiki/Borg_(Star_Trek)


Analytics Process


Data In, Data Out

An Observation

• Analytics systems collect, process, and report data

• It is easy to define requirements and capabilities for these systems

• It’s much harder to define what’s needed for the people involved

• What are the capabilities an organization needs?

• How do you know where deficiencies are?


Digital Analytics Capabilities Model


OUT INBIZ

TECH


OUT INBIZ

TECH

STRATEGY

IMPLEMENTATIONEXTRACTION

ANALYSIS


Using the Model


Client Analysis

Using the ModelFor an Organization

• Moderate strategic capability

• Moderate implementation capability

• Very limited reporting capability

• Limited analysis capability

Actions:• Invest in training to grow Strategy and

Implementation capabilities

• Engage vendor to support extraction and analysis in near to mid-term


Rules of Engagement

Using the ModelFor Anyone

• This is a model – use it as such

• Choose either to be subjective and go with qualitative sense, or create a survey and scoring model to chart things out

• Scale of the review will have an impact – larger teams need quantitative approach, individuals and smaller teams a qualitative approach can work as a guide

• Adapt this to your needs and integrate it with the DAA Competency Framework


Industry Collaboration & Standards

The DAA Competency Framework

• Created through industry input – dozens involved

• Defines Experience Levels and Professional Tracks

• Available from http://www.digitalanalyticsassociation.org/competency-framework

• Includes self-assessment tool and corresponding job descriptions


Worth Your Time!

DAA Self Assessment

• Self-paced and self-guided

• Takes you through questions that relate to skill levels and tracks

• Provides results with planning and direction for growth

• http://www.digitalanalyticsassociation.org/self-assessment


Building Your Analytics Dream Team

Navigating the Waters of Digital Analytics though Mapping Digital Analytics Capability Needs

@CalebWhitmore, co-founder & chairman @AnalyticsPros

building your analytics dream team · building your analytics dream team navigating the waters of...

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