From ‘Huge Information’ To Enterprise Intelligence


It’s not that enterprise analytics is damaged. The larger difficulty, says Obele Brown-West, president of information intelligence platform Tracer, is that enterprise analytics was by no means all that useful to start with.

“There are too many knowledge sources, too many knowledge units floating round, and the know-how could be very complicated,” Brown-West says on this week’s episode of AdExchanger Talks.

The newest LUMAscape is so crammed “you possibly can’t even see the logos anymore,” she says.

Brown-West has firsthand expertise attempting to handle knowledge complexity for manufacturers. Earlier than shifting to Tracer final yr as the corporate’s first-ever president, she spent most of her profession on the purchase aspect, together with at iProspect, 360i, mcgarrybowen and, most not too long ago, as chief options officer at Tinuiti.

One of many high challenges she’d hear entrepreneurs speak about is measurement – or, extra precisely, the mess that measurement has change into, as digital has gotten extra fragmented.

However, hey, the complexity can be what makes digital advertising attention-grabbing.

Understanding the influence {that a} media funding had on a model’s backside line was simpler previously as a result of the digital ecosystem was once a far less complicated animal.

“After I was at iProspect 20 years in the past, there have been solely actually two, possibly three issues that you can do in digital,” Brown-West says. However the choices have proliferated since then.

On the similar time, sign is declining, which is making measurement and attribution much more tough – and entrepreneurs do get that.

Actually, their “hair is on hearth,” Brown-West says, though that urgency hasn’t essentially reached each a part of the group, similar to IT and the analytics crew.


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“If your entire group isn’t rallied on the notion that they should concentrate on fixing the cookie deprecation difficulty,” she says, “that’s the place the friction is available in.”

Additionally on this episode: The evolution of search, did web optimization destroy the web, no matter occurred to the time period “Huge Information,” why January is an efficient time to put money into internet marketing, Tracer’s Kevin Durant connection, pushing for extra feminine management in tech and West-Brown’s glockenspiel talents.

For extra articles that includes Obele Brown-West, click on right here.


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