Inquiry Response: When Analytics Demand Grows Too Big for a Business Unit

Inquiry:

I manage our analytics team, and it has always in the marketing function. Now other business functions are interested in analytics too. How can I configure analytics to service the growing enterprise-wide needs?

Response:

THE BIG IDEAS:

  • Elevate out of marketing
  • Job families
  • General considerations

ELEVATE OUT OF MARKETING

The analytics needs are growing too big for marketing. It may make sense to elevate the analytics function out of marketing. When it comes to the personal, organizational, and cultural dynamics

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