Leaving Money on the Table and the Economics of Composable, Reusable Analytic Modules

When I was the Vice President of Advertiser Analytics at Yahoo, this became a key focus guiding the analytics that we were delivering to advertisers to help them optimize their spend across the Yahoo ad network. Advertisers had significant untapped advertising and marketing spend into which we were not tapping because we could not deliver audience, content and campaign insights to help them spend that money with us. And the MOTT was huge. Now here I am again, and I'm again noticing this massive "Money on the Table" (MOTT) economic opportunity across all companies – orphaned analytics. Orphaned Analytics are one-off analytics developed to address a specific use case but never "operationalized" or packaged for re-use across other organizational use cases.