The care and feeding of digital analysts

Jim Sterne
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Jim Sterne: Online Marketing Analytics … Business Scaling Consultant, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2021, vol. 7, issue 2, 108-114

Abstract: Achieving excellence in digital analytics requires a dedicated balance of people, process and technology. This paper focuses on the people side of this equation, providing tips, opinions and observations, rather than rigorous research or structured analysis. The paper offers advice for analytics team leaders and those who would like to become one, recognising that analytics is a unique occupation in that it offers guidance rather than an end product. The paper discusses special management considerations, including the ongoing need to explain and convince the rest of the organisation of the value of analytics; hiring the smartest people and getting out of their way; supervising a diverse mix of personality types that are not necessarily well suited to team efforts; keeping the best and brightest engaged; recognising leaders and developing their skills; helping people get the recognition they deserve; maintaining core, organisational values; and staying human in an industrialised environment.

Keywords: analytics; management; advice; unique; value; recruit; retention (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2021:v:7:i:2:p:108-114

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