Building a Data Products-centric Business Model - DataScienceCentral.com

When I was the Vice President of Advertiser Analytics at Yahoo!, I painfully learned that my targeted user personas (Media Planners & Buyers and Campaign Managers) didn't want more data in helping them optimize their marketing, campaign, and advertising spend across the Yahoo! Heck, they didn't even want analytics! The aspirations for these personas were to become VPs of Digital Marketing or Directors of Social Media Marketing or Digital Advertising Executives. The last thing they wanted was to become data analysts who had to churn through massive data sets to uncover the audience, messaging, and campaign insights needed to achieve their marketing, campaign, and advertising objectives. In fact, that's what they wanted Yahoo! to do for them!