The Definitive Guide to Marketing Analytics and Metrics (Collection)

13. “Culturelytics”—A Practical Formula for Change

A common denominator in all the conversations for this book is the importance of culture. Culture makes building an analytics capability possible. In some cases, as for Doug Collier at La-Z-Boy, pressure for culture change comes outside-in: external conditions become so dire that a firm must embrace data-driven objectivity. In others, such as for David Norton at Harrah’s, the pressure comes top-down: Senior leadership embodies it, leads by example, and is willing to re-staff the firm in its image. But, as for many of the other executives, what do you do when the wolf is not quite at the door, or when it makes more sense (hopefully, your situation) to try to build the capability largely within ...