Extracting actionable insights from web analytics and advocating for data-driven change

Brandie Green
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Brandie Green: Principal Web Analytics Architect, Boston Scientific, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2023, vol. 9, issue 3, 230-235

Abstract: The vast majority of leaders in organisations report that they have low confidence in their employees to leverage data in ways that will allow their companies to undergo data-driven transformation. As technology has evolved, businesses are struggling to define clear data-focused roles and the data literacy knowledge gap has become more apparent. This paper provides a framework for data advocates to create an environment in which stakeholders can understand how web data fits into the organisation's overall strategy and discover how to transform their business by leveraging actionable insights.

Keywords: data literacy; data advocacy; data-driven change; analytics; change management; insights (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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