Re: This posting demonstrates one of the central issues in analytics today ...
- Amen. And let me add to that - I doubt the tools will ever get good
enough to automate answers to all the questions (maybe because there
is not enough market pressure to do so).
I've worked with marketing/business data warehouses and their
associated tools for 8 years now, and since day one, have been
expecting them to put me and my little Excel spreadsheets out of
business. Hasn't happened yet. The tools do a good job at one
dimensional questions, but more complex, multidimensional questions
are harder to ask, and would generate exponential complexity (and
$$) in the tools. In the end, it's usually cheaper, easier, and
more effective for a company to hire a smart analyst with Excel
--- In firstname.lastname@example.org, Jim Sterne <jsterne@t...> wrote:
> At 09:25 PM 2/22/2005, Chris Grant wrote:
> >Besides, our automated tools are getting so good that whatever
> >skills I have now will be less important as time goes on, and the
> >current blip in interest will turn into something fairly routine
> >(not unimportant, but routine).
> While I agree that the work you may be doing now
> can be automated - there are two aspects of this
> industry that call for more and better skilled workers:
> 1. Asking the right questions.
> This is going to be a never-ending quest for truth
> as business people get smarter about using web
> analytics data. Cranking out and looking at reams
> of reports is not a special skill. But figuring out
> the right KPI's are and then figuring out how to
> measure them - that'll take training and experience.
> 2. Only scratched the surface.
> Pulling valuable business insight out of online
> behavior has been discussed, but not plumbed.
> Places like Amazon where they do it 24/7 are
> growing a serious competitive edge. What we
> may be measuring in 5 years - that's the stuff
> that dreams are made of.
> So don't give up your day job - it's going to
> be much more valuable down the road.
> Jim Sterne www.targeting.com
> President, Web Analytics Association
> Emetrics Summit www.emetrics.org
> Santa Barbara, June 1 - 3 web analytics conference
> London, June 8-10 +1-805-965-3184