As I pre­pare for Adobe’s annual Sum­mit event in Salt Lake City next week, I wanted to make peo­ple aware of the other ses­sion I’m involved with “Play­ing to Win — Ensur­ing Your Orga­ni­za­tion Sup­ports Ana­lyt­ics Suc­cess”. I’m super excited about this ses­sion for the fol­low­ing four rea­sons (these rea­sons might just pique your inter­est as well):

1. Rel­e­vant, crit­i­cal topic

If you have read any of my blog posts, you know I’m pas­sion­ate about web ana­lyt­ics gov­er­nance. If you want to be data-driven as an orga­ni­za­tion, it takes more than just great prod­ucts like Site­Cat­a­lyst, Test&Target, or Insight — it also takes peo­ple and processes among other things. As a con­sul­tant, I’ve run into many sit­u­a­tions where orga­ni­za­tional chal­lenges — a lack of exec­u­tive sup­port, inad­e­quate staffing, insuf­fi­cient train­ing, bro­ken or miss­ing processes, poor change man­age­ment, etc. — have impeded the abil­ity of com­pa­nies to be fully suc­cess­ful with our prod­ucts or even com­peti­tor tools. This ses­sion will focus on how to bring it together to be suc­cess­ful in ana­lyt­ics and opti­miza­tion (Play­ing to win!).

2. Ora­cle co-presenter

Andrew Carr from Ora­cle will be co-presenting with me dur­ing this ses­sion. Andrew will bring real-world expe­ri­ences from his role as Senior Direc­tor, Web Ana­lyt­ics — Met­rics at Ora­cle. I’m antic­i­pat­ing some inter­est­ing sto­ries and insights from Andrew in his time at one of the world’s largest soft­ware com­pa­nies. Andrew has worked for Ora­cle since 1996 hold­ing the posi­tions of Prod­uct Man­ager for Ora­cle Inter­net Devel­oper Suite and Senior Direc­tor of the Ora­cle Tech­nol­ogy Net­work before tak­ing up the lead­er­ship of the Web Ana­lyt­ics and Met­rics group in 2008. Andrew Carr grad­u­ated from Birm­ing­ham Uni­ver­sity, Eng­land with a Bach­e­lor of Engi­neer­ing degree in Pro­duc­tion Engi­neer­ing and a B.A. degree in Eco­nom­ics (Honors).

3. New frame­work and matu­rity model

Dur­ing this ses­sion, I’ll be unveil­ing a new web ana­lyt­ics frame­work and matu­rity model based on Adobe Consulting’s com­bined expe­ri­ence in work­ing with hun­dreds of small and large orga­ni­za­tions that are striv­ing to become more data-driven. Although there are already a few matu­rity mod­els on the mar­ket, I believe this frame­work and model will really res­onate with our clients. I am con­fi­dent that it will pro­vide the right level of empha­sis and direc­tion to com­pa­nies as they build out their ana­lyt­ics and opti­miza­tion capabilities.

4. Peer inter­ac­tion

This is one of only four ses­sions which will fea­ture a round­table dis­cus­sion for­mat. This is your chance to meet and inter­act with fel­low prac­ti­tion­ers who are going through (or have con­quered) exactly the same chal­lenges as you are fac­ing. It rep­re­sents an invalu­able oppor­tu­nity to share pain points, ideas, and best prac­tices as well as expand­ing your ana­lyt­ics net­work. When we con­ducted a sim­i­lar round­table at last year’s Sum­mit, mul­ti­ple atten­dees com­mented that it was one of their best expe­ri­ences at Sum­mit. Warn­ing: If you want to avoid insight­ful dis­cus­sions and prac­ti­cal advice from your ana­lyt­ics peers, this ses­sion isn’t for you.

Hope­fully, I was able to per­suade you to join us for this com­pelling Adobe Sum­mit ses­sion, and I look for­ward to see­ing all of you next week!

Brent.

SESSION ABSTRACT

Play­ing to Win — Ensur­ing Your Orga­ni­za­tion Sup­ports Ana­lyt­ics Suc­cess (409)
Are you play­ing to win or just watch­ing from the side­lines? Win­ning com­pa­nies share com­mon, fun­da­men­tal orga­ni­za­tional char­ac­ter­is­tics that enable them to suc­cess­fully imple­ment, adopt, and lever­age their ana­lyt­ics solu­tion to opti­mize their busi­ness.  As many com­pa­nies have dis­cov­ered, orga­ni­za­tional chal­lenges — not tech­ni­cal issues — fre­quently impede the suc­cess of ana­lyt­ics pro­grams. Some of these orga­ni­za­tional issues may be due to inter­nal con­flicts, bud­getary issues, or resource lim­i­ta­tions.  Cham­pi­onship firms have made an invest­ment in more than just the ana­lyt­ics tools but also the right play­ers and the right game plan. Come and learn more about the orga­ni­za­tional strate­gies that will posi­tion your company’s ana­lyt­ics for a win­ning record in 2011.

In this ses­sion, you will:

  • Hear from a Senior Exec­u­tive at Ora­cle about how his orga­ni­za­tion was able to over­come sev­eral obsta­cles that could have impeded a suc­cess­ful ana­lyt­ics solu­tion, by rec­og­niz­ing areas of risk to posi­tion the orga­ni­za­tion and its strate­gies correctly
  • See how Adobe’s new matu­rity model can help your com­pany deter­mine where it thrives and/or has poten­tial oppor­tu­nity for growth
  • Par­tic­i­pate in an inter­ac­tive round­table dis­cus­sion where you will be able to dis­cuss ideas, chal­lenges, and best prac­tices with peers from other organizations

This ses­sion will appeal to mar­ket­ing exec­u­tives spon­sor­ing imple­men­ta­tions, man­agers who are nav­i­gat­ing chal­lenges within imple­men­ta­tions which extend beyond tech­nol­ogy, and key stake­hold­ers who want to drive the mat­u­ra­tion of their organization.

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