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Digital success through data and analytics maturity
Journal of Digital & Social Media Marketing,
2
(4),
338-344
(2015)
Abstract
Every second of every day, data are collected at an ever-increasing pace, and the opportunity to leverage this information across marketing strategies has never been greater. Despite this, the sad reality is that most organisations find themselves drowning in data rather than using this information to drive business decisions. However, by assessing current maturity levels against a framework that encompasses six pillars of data and analytics success, it is possible for companies to move their data and analytics programmes forward. This framework can be used to drive strategic plans and measure the gains made as organisations work towards the execution of these plans. This paper explores these six facets of success, using detailed examples of how real organisations are using this framework to drive tangible value from data and analytics.
Keywords: data; analytics; big data; maturity; digital strategy
The full article is available to subscribers to the journal.
Author's Biography
David Booth is a founding partner at leading data and analytics firm Cardinal Path, as well as an author, instructor, adjunct professor and public speaker. He has helped organisations worldwide use data and analytics to empower confident business decisions, and was named the Digital Analytics Association’s 2014 Practitioner of the Year. David earned his master of business administration in international management from the Monterey Institute of International Studies and holds a BS in electrical and computer engineering from the University of Illinois at Urbana-Champaign.
