Digital Attribution's Ladder of Awesomeness: Nine Critical Steps

Culture is a stronger determinant of success with data than anything else. Including data.
[People + Process + Structure] > [Data + Technology]
It seems hard to believe. Yet, it is so fantastically true. At least for now. At least until AGI takes over.
Why is this formula material?
The first part of the equation, for better or for worse, improves in an evolutionary manner. The second part of the equation most frequently improves in a revolutionary manner.
The challenge for Senior Leaders is that revolutions seem a lot more attractive and hence they charge full speed ahead. This results in frustration, derailed careers and a massive amount of money flushed down sad places.
Revolutions in our context, almost always fail. Evolution works. Hence, it is dangerous to overlook the super critical importance of P+P+S.
You want to win big with data, with marketing, with transformative digital yada yada and blah blah, evolve. Do so at the fastest pace you can put in place for transformation of the left-side of the above equation, and use the same pace to evolve the right-side of the above equation.
This will ensure that the people, process and structure will be smart enough to take advantage of the smart and wizbang tech.
Maybe this metaphor will help make this real.
You can’t give a toddler a Harley Davidson motor cycle. The moment your start the motorcycle, the toddler is going to start crying. It is not the mistake of the toddler, she is just a toddler after all. It is not the mistake of the Harley, it is a very cool motorcycle. The mistake is yours.
The toddler needs something to steady her, something she can push, something to exercise her legs to

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Crushing It With Competitive Intelligence Analysis: Best Metrics, Reports

Half-way through this post, you’ll seriously wonder why you’ve spent so much time obsessing with Adobe/Google Analytics/Chartbeat or other web analytics tool. When you are done reading the post, you’ll be super mad that your marketing strategy is not more influenced by your competitor’s data!
Such is the power of being able to proactively identify which of your competitor’s strategies are working well, where their current customers come from, and what specific tactics you should experiment with to create and advantage for yourself.
Regular readers of the blog know of my deep love for competitive intelligence analysis. My first blog post on the topic of CIA was on 14th Aug 2006! Competitive Intelligence Analysis: Why, What & How to Choose. CIA also formed one of five foundational elements in my best-selling book Web Analytics 2.0.
Since then, as luck would have it, we have more tools, they are smarter, and have richer data-sets.
In this post we’ll go back to the wondrous world of competitive intelligence analysis. We’ll look at an incredible cluster of examples, from the simple to the sublime, that will help you learn practical strategies you can immediately go back and apply in your role as a Marketer, Analyst, or the Boss of all Things Digital.
Here are the key elements we will explore in our quest to become CI Analysis Ninjas:

+ Foundational Concepts/Caveats
How is competitive intelligence data collected?
Competitive intelligence data will never match your site’s analytics tool
Competitive intelligence tools will never match each other!
Small sites are out-of-luck
Small countries are out-of-luck
Site-centric CI vs. Ecosystem-centric CI
Tools used in this post

+ Traffic Trends Key Metrics Analysis
+ Visitor/Audience Type Profile Analysis

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