Top Takeaways from eMetrics SF 2012


Michele Hinojosa, Director of Digital Analytics, Red Door Interactive I was lucky enough to attend eMetrics San Francisco last week, and I have to say, it was one of the best eMetrics I’ve been to. Typically, these events end up somehow converging around a common theme or couple of themes (without any collusion amongst the presenters!) and this year was no different. Here are the top things I took home: 1. “Big Data” Surprise, surprise, talk of “big data” was everywhere. However, data alone is worthless – no matter how much of it you have. In the end, what matters is the insight you draw from it, and the action you take. It’s not about big data – it’s about big action. 2. The Art of Analytics It’s not unusual to hear about the art and science of analytics, or the importance of visual storytelling. What is unusual is having artists on hand to sketch the key themes from a presentation. This unique feature of eMetrics SF 2012 was not only fun and interesting, but showed just how persuasive the “art” of analytics can be. This message did not end there. Bob Page stressed the importance of combining creativity with data, and Stephen Few applied the key tenents of information architecture and visual presentation of data to dashboards. 3. Integration “Data needs to be integrated for a 360 degree view of the customer, blah blah blah, buzz word, buzz word, buzz word.” However, I’m not just talking about data integration, but the integration of different channels into the holistic business goals, and leveraging complementary methodology such as user testing and keyword analytics to enhance analytic insights. The focus this year was on so much more than just the integration of data – it was about the cohesion of all elements of the business. 4.  Evolution Not only has the Web Analytics Association evolved into the Digital Analytics Association, but our field is clearly evolving to include a more holistic understanding of data from all parts of the business. In addition, client-side stories made it clear that companies are evolving in their own capabilities. This is a long term process with no magic tools, but this evolution is what we need to drive our organisations, our industry, and our own skills and impact forward. 5. Analytics is everywhere So why are we evolving? Because, in Bob Page’s words, “Data is everything.” Ryan Zander from Sportvision made for a fascinating keynote at the WAA Awards Gala. (And this is coming from someone who could not care less about sports.) Yeah, yeah – Moneyball made analytics all cool and popular. But the data that Sportvision are using (how one inch can affect a baseball pitch!) and the amazing visualisation of that data, showed that analytics isn’t just something that nerds are doing in their dark basements – it is becoming critical to success in almost every industry, and is being put to amazing use.

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