Aus Web Analytics Europa wird INTELLIGENCE EUROPE

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Auch wenn sich die Domain aufgrund der Bekanntheit und häufigen Nutzung nicht ändert – aus Web Analytics wird INTELLIGENCE. Aus Europa wird Europe.

Beides führt zurück auf die letzten Inhalte dieses Blogs. Weit über Web Analytics hinaus gingen die Beiträge der letzten Wochen und Monate – und diese erschienen nicht mehr nur auf Deutsch sondern auch in Englisch.

Daher habe ich beschlossen, den Namen zu ändern und damit noch mehr den Inhalten gerecht zu werden. „Aus Web Analytics Europa wird INTELLIGENCE EUROPE“ weiterlesen

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A Dashboard is A Dashboard…

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The topic of dashboards has quickly transformed from a luxury to a necessity

Inspired by the need to visualise data for executive management, nowadays pretty much every department is clamouring for data that is digestible in a glance.

While dashboards are no doubt sleek, not everyone will understand the details – let alone know what they should do with data.

As dashboards multiply, the life of an analyst will get easier & harder at the same time: easier due to faster, cleaner dissemination of data; harder due to requests popping up from new recipients who are suddenly part of the data ecosystem.

 

Dashboard

Just one smart way of Dashboarding: Webtrekk Dashboard

The easier the data to merge, the more company data is interesting to company employees, the more the top-level involvement, the more dashboards you will see in your daily work.

That leads to following new assumption:

Easyness of Data1

The quantity of dashboards will increase year by year, project by project. This will get more brains thinking in the language of data, which is good, but will also give voice to people who never handled data in the pre-dashboard days.

If a future dashboard does not have recommendations included, it will be a useless graphic. Recommendations about what to do next or even what to expect will happen next will be every bit as important as engaging design.

 

Easyness of Data and Dashbaord

 

Data action is still the key element missing from most dashboards today. The next step of the dashboard development is including smart recommendations to further improve the communicated numbers.

The bigger the surface of the triangle below, the more you will need to find a solution to communicate data in a meaningful way:

 Triangle Dashboard

 

If you apply this to your current situation:
– How easy is it to integrate data in your analytics tool?
– How easy is it to merge data?
– How engaged are you with company data?
– How many power users vs normal users would you have in your company?
– How involved is top level in understanding or acting on data?

If power users are focused solely on analytics, you might not even need a dashboard: They would already know what the data tells them.

Dashboards will solve old problems (merging and visualising data in a comprehensible way) as it creates new ones (introducing complexity outside of people’s normal comfort zone). They are a turning point that change how we consume data, not a tipping point that enable anyone-and-everyone to suddenly be an expert analyst.

Brainpower will still be needed to dive into data deliverables, expertise will still be needed to link different sources and create a more powerful overview.

A dashboard that turns pure figures into colourful visualisation might be a nice first step, but will also not solve your mission: maximising profit, acting on data, recommending upcoming actions.

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Big Data im Marketing

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…so heißt das neue Buch von Herausgeber Torsten Schwarz, der bereits viele Experten in vorherigen Fachbüchern vereinen konnte

Das Buch
Big Data im Marketing“ behandelt aktuelle Themen rund um das Buzzword „Big Data“. Und zwar jeweils mit praktischem Bezug.

Big Data

Inhalte
– Neue Anforderungen an das Marketing der Zukunft.
– Big Data: Daten sammeln, aggregieren, analysieren, nutzen.
– Streaming Analytics: Management in Echtzeit.
– Umsetzung in konkrete Marketingmaßnahmen.
– Kundenwünsche in Echtzeit erkennen und bedienen.
– Alles zur Rechtslage und zum Datenschutz rund um Big Data
– u.v.m.

Auf mehr als 300 Seiten erklären also über 20 führende Experten aus Praxis und Wissenschaft die Marketingrevolution Big Data: von den technischen Grundlagen bis hin zur Customer Journey, von der System-Integration bis zum Social Media Monitoring.

Lesenswert. Aktuell. Und praxisnah: „Big Data im Marketing„.

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