I am reassessing what I consider to be important qualities in data analysts and something that has recently bubbled to the top of the list is measuring the right thing. And the right thing for the business.
If you do not know the real impact of your activities and channels, you will make wrong decisions. Expensive ones. So do me a favour and tie your digital channels to meaningful business metrics. Then your decision makers will know: numbers up, good; numbers down, bad.
