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5 Reasons Why Web Analytics Projects Fail (and what to do about it)

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Enterprise Analytics: Problems and Solutions Presentation 11. May 2011
Roslyn Layton Senior Director at Klean Silicon Valley Expert in Denmark Evidenced-based marketing linkedin.com/roslynlayton roslyn@klean.dk
Agenda • What is enterprise analytics? • 5 reasons why enterprise analytics projects fail • How you can succeed
Enterprise Analytics
Why Enterprise Analytics Projects Fail
Jeffrey Pfeffer
5 Reasons Why Web Analytics Projects Fail 1. Cost 2. Lack of expertise 3. Failure of information 4. Bad news 5. Politics
Cost
Lack of Expertise
Failure of Information
Bad News
Politics
How to Succeed
How to overcome the problems 1. Budget rules of thumb 2. Get smart 3. Get the right culture and the right leadership
90/10 Rule
1/3 1/3 1/3 Staff Technology Consulting
Thomas Davenport
Data ≠ Decisions
Data + = Decisions
Questions?

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