The Impact Matrix A Digital Analytics Strategic Framework

The universe of digital analytics is massive and can seem as complex as the cosmic universe. With such big, complicated subjects, we can get lost in the vast wilderness or become trapped in a silo. We can wander aimlessly, or feel a false sense of either accomplishment or frustration. Consequently, we lose sight of where we are, how we are doing and which direction is true north. I have experienced these challenges on numerous occasions myself. Even simple questions like "How effective is our analytics strategy?" That's because we have to talk about tools (so many!), work (collection, processing, reporting, analysis), processes, org structure, governance models, last-mile gaps, metrics ladders of awesomeness, and… so… much… more. There is another critical framework to figure out how you can take your analytics sophistication from wherever it is at the moment to nirvanaland. It is important to stress that none of these frameworks/answers exist in a vacuum.