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Extracting actionable insights from web analytics and advocating for data-driven change
Applied Marketing Analytics: The Peer-Reviewed Journal,
9
(3),
230-235
(2023)
Abstract
The vast majority of leaders in organisations report that they have low confidence in their employees to leverage data in ways that will allow their companies to undergo data-driven transformation. As technology has evolved, businesses are struggling to define clear data-focused roles and the data literacy knowledge gap has become more apparent. This paper provides a framework for data advocates to create an environment in which stakeholders can understand how web data fits into the organisation's overall strategy and discover how to transform their business by leveraging actionable insights.
Keywords: data literacy; data advocacy; data-driven change; analytics; change management; insights
The full article is available to subscribers to the journal.
Author's Biography
Brandie Green is the principal web analytics architect at Boston Scientific where she oversees the implementation of web analytics globally and leverages her position to bridge gaps in cross-functional teams to improve data accuracy. Brandie is also the founder of MarTech Monarch LLC where she offers marketing technology expertise. Brandie earned a dual MS from Full Sail University (entertainment business and Internet marketing). She also earned the distinction of class salutatorian and the advanced achievement award.
Citation
Green, Brandie (2023, December 1). Extracting actionable insights from web analytics and advocating for data-driven change. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 9, Issue 3. https://doi.org/10.69554/YTCR2839.
© Henry Stewart
Publications LLP
Publications LLP