The Definitive Guide to Marketing Analytics and Metrics (Collection)

11. Managing Pace and Results—Momentum Is Strategic

Well-managed analytical organizations are focused on meaningful business results and understand that time is a currency, too. They manage their efforts as a portfolio of investments the way a venture capitalist would, holding each individual analysis to “gates” that must be successfully transited in order to get further funding for experimentation and operationalization. They administer this portfolio with discipline, adhering to a process that assures consistent quality and tracking mechanisms that assure accountability. They make infrastructure, people, and other investments within an “envelope,” bounded by potential value and time, that justifies these investments, rather than as open-ended ...