Analytics Is Pointless Without Accountability

Analytics is more about decision-making than data.

A few years go I did an analytics consulting project for a marketing team at a large technology company. My team and I did a data integration that stitched their marketing platform data with Salesforce. This allowed his team to tie out marketing campaigns and content to closed sales and opportunity pipeline.

The client was very impressed and wanted us to fly out to the company HQ and deliver a presentation on what we had built to his SVP.