Are you still struggling with data? Here is why

It’s been seven years since Meta Analytics was published. In that book instead of focusing on the technical aspects I wrote mainly about two main pillars on the insights process. 1) The object: The object is what the subject (the person) will analyze. Understanding the “substance” of what we are analyzing is key to generate a proper interpretation of what is been observe. The object in our case are companies. Companies are systems, a set of things that interact together with a common objective which is making money today (ie Ebitda) and in the future (ie Purchasing intention). The parts

Continue reading »

Social Analytics the key responsable for making real time marketing come true

I was reading a very interesting research by eMarketer that begins this way ¨Marketers know the value of social data but interpretation remains a challenge¨ and I thought, are we still having the same problems than 10 years ago. I mean, we are not talking about Social Analytics, a pretty new work in ¨the block¨ but at the end the day it´s the same thing. 1. The digital era fill the desks with information: Well, even when this is totally true we can complain about it. Come on, we are talking about it for more than 10 years and is

Continue reading »

Data Driven Culture – Dealing with “change resistance”

If you are in the middle of the process of convincing your boss to begin with Analytics activities, you will definitely face a lot of troubles trying to make people (not just you boss) overcome the resistance to change. You have to know that becoming data driven requires a cultural, more than a technical change. Don’t you ever underestimate the power of people resisting to change. So take a look at the following video and prepare for a very challenging ride.

Continue reading »

How to improve your online businesses and not die trying

The main goal in online projects, like in the rest of the industries, it is to maximize the benefits. If you want to do that the key is taking as much as you can from you current capacity (what you already have). The best thing that could happen to us is that much of what we are looking for (our goal) crosses through our system (campaign, website, shopping cart, etc). The effective quantity of things that flows through your system is called throughtput.

Continue reading »

Go Ahead

Daydreaming might feel like the ultimate waste of time, but it’s just the opposite. Recent research from Dartmouth College suggests that during daydreaming, your brain may actually be processing important issues that aren’t relevant at that immediate moment

Continue reading »

Effective communication formula

It’s pretty late at night and I just can’s sleep, so here I am trying to play a bit with some maths. The exercise is to finds out the formula for an effective communication. Well, finally I guess I finds out the formula for an effective communication, and guess what, seems pretty simple. Even when is true that everything seems to be simple while you take humans behavior out from your plans, lets take a look at it EC = P(mm) x R Where: EC = Effective Communication. P = People. mm = Mental Model. R = Respect. If we

Continue reading »