Building a Sustainable Analytics Practice

In today's rapidly evolving business landscape, it's crucial for organizations to adopt sustainable analytics practices. Global Corporations are wasting billions of dollars a year buying overly complicated marketing technology stacks, then deploying them (or attempting to), then figuring out everything is too complicated to produce much value, then tearing them down, then buying new software to solve all the problems they created, then repeating. And in the process, the gap between the investment in digital analytics professionals and investment made in technology grows every year.

Is there much of a question about why Executives, Managers, and Analytics Teams feel frustrated, tired, and defeated? Is there any wonder about why the length of employment for these professionals averages less than two years?

How can we start thinking about building more sustainable analytics practices?

Demand More from Technology Vendors

The journey towards sustainable analytics begins with the choices we make when selecting technology products. Businesses should demand that vendors produce efficient and elegant solutions, rather than focusing on new features that merely provide sales teams with up-sell opportunities. It's essential for vendors to demonstrate a proven path to return on investment (ROI), rather than relying on presentations filled with meaningless jargon. By holding vendors accountable, businesses can drive the development of sustainable and efficient technologies.

Hire Experts Committed to Sustainable Frameworks

The success of your marketing technologies hinges on the people you employ. To build a sustainable analytics infrastructure, hire experts who are dedicated to creating long-lasting frameworks and solutions. Avoid employees who hoard knowledge or over-engineer solutions, as these practices can hinder the development of efficient and streamlined analytics systems. The right employees will be invested in creating sustainable, ethical, and responsible practices that contribute to the long-term success of your organization.

Choose Agencies Aligned with Your Sustainable Vision

When working with agencies, ensure they share your vision of building a leaner marketing technology footprint. Avoid partnering with agencies that prioritize selling more products and complex services for their own benefit, rather than focusing on what's best for your business. Inquire about any financial incentives tied to their advice, and if they confirm such arrangements, walk away. By choosing agencies that prioritize sustainable analytics practices, you can foster a more responsible and efficient business environment.

Embracing sustainable analytics practices is a critical step in ensuring long-term success for your analytics practice and for the organizations you support. By demanding ethical practices from technology vendors, hiring committed experts, and partnering with responsible agencies, businesses can create a sustainable analytics ecosystem that fosters growth, efficiency, and innovation.

It's time to join the movement and make a lasting impact on our world.