Oh, The Market Researcher and the Digital Analyst Should be Friends
Research and analytics: they should go together like the farmer and the cowman. Or, if you're not a fan of Rodgers and Hammerstein, then like peanut butter and chocolate. All too often, though, just based on how and where the two disciplines came into existence within a given organization, they reside in different groups and view themselves as unrelated fields. In this session, Tim will make the case for regular and deep collaboration between these roles -- leading to the data equivalent of either a timeless musical or a delicious confection.
Tim is a Senior Director of Analytics at Search Discovery, a digital intelligence company. He has been working in digital analytics since 2001 in a variety of roles -- both client-side and agency-side -- and with a range of analytics platforms. At one point, he even managed a Business Intelligence department that included the company's market research analysts. His group prioritized all incoming requests together because it seemed obvious that market research and analytics were complementary capabilities! Since then, he's worked with countless companies where that seemingly obvious synergy is not recognized, much less embraced (and he is now lightly horrified that the word "synergy" appears in his bio). Tim is the co-founder of the monthly Columbus Web Analytics Wednesday meetup (cbuswaw.com), which celebrated its 10-year anniversary this year, as well as the co-host of the bi-weekly Digital Analytics Power Hour podcast (analyticshour.io).