Marketing Analytics Services
Jamie Schein and I recently re-connected to start Force Five Partners, a marketing consulting firm. A primary area of focus for us is "marketing analytics services". I summarized the demand case for this earlier here. More soon on how we're approaching this with clients and building the firm to support them.
Recently I've been reading Ian Ayres' "Super Crunchers" and Tom Davenport's "Competing On Analytics", both aimed at general audiences. I'll publish reviews on each book here shortly. For now, just this observation, based on our experience so far: there's certainly lots of potential for "analytics", but realizing it depends on asking the right questions, and on being able to assemble data and systems to analyze, act on, and track this potential. The biggest leverage comes from blending these skills. As a result, we're more confident than ever that we're onto the right problem at the right time.