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Over the years of working with and in analytics and marketing teams, these are some of the values that I have learned to appreciate.

Analytics Supports Action

Analytics project that don’t lead to action, or inaction where the expense isn’t justified, are failures.

Appreciate Causation

Most business data only correlate with desired outcomes. To understand causation, you need to listen to your customers and not just the data they generate.

Process Supports Culture

Lightweight, well-designed analytics processes support a culture that promotes action based on a shared understanding

Focus on Outcomes

Making the effort to understand the desired outcomes at the start of a project greatly increases its chances of success.