We’ve got a problem in the analytics space. It has to do with vendor discovery.
See, the complexity and use cases for digital analytics has changed dramatically over the last ten years. Digital analytics has gone from being an interesting side project for the IT department to becoming, at leading organizations, an absolutely critical competitive tool for understanding customers, being the marketing department’s eyes and ears, and guiding overall business strategy.
Yet, the way most companies – particularly larger ones – select digital analytics vendors today has hardly changed. This has led me to the conclusion that the way most companies are choosing their digital marketing and analytics partners is now profoundly flawed. Many companies are simply not getting the maximum business value out of their solutions that they could, often because of a selection mismatch. Here’s how to fix it.